PHOTOS: Croatia at New York’s Times Square 

(Photo: HTZ)

The Croatian Tourist Board (HTZ) and the global media conglomerate Paramount have initiated a joint marketing campaign to better position Croatia as a quality and attractive tourist destination in the United States. 

The primary goal of these promotional activities, which include showcasing the beauty through video segments on CBS television by Emmy-winning author Erica Olsen, and promoting Croatia at Times Square in New York, is to increase the visibility of Croatian tourism offerings so that more Americans choose Croatian destinations for their travels.

“The U.S. market is our most important distant market, from which we generate the highest tourist traffic. That’s precisely why conducting targeted promotional activities is strategically significant in further establishing Croatia’s position as one of the most desirable foreign destinations for Americans. The activities we will carry out on the most-watched television channels in America, on the world-famous square, and the collaboration with a leading global media company like Paramount will undoubtedly contribute to achieving these goals,” said Kristjan Staničić, Director of the Croatian Tourist Board, adding that last year, nearly 711 thousand arrivals and over 2 million overnight stays were recorded from American tourists.

(Photo: HTZ)

13 million impressions 

Activities within this campaign will run until the end of April, with an expected reach of over 13 million impressions. 

The collaboration between HTZ and Paramount includes producing tailor-made segments titled “Destination Travel” under the direction of Erica Olsen, which will be broadcasted on CBS, providing numerous American viewers with insights into the beauty of Croatia as a tourist destination. 

(Photo: HTZ)

The campaign also involves airing shorter promotional spots on CBS television, as well as advertising on the Paramount streaming platform through targeted user targeting. Additionally, the promotion will be strengthened by showcasing promotional video spots at the famous Times Square in New York, visited by around 360 thousand people daily.

“It is well-known that Americans are avid TV viewers who spend a considerable amount of time in front of screens, making collaboration with one of the leading national television networks an essential element of quality and comprehensive promotion of a tourist destination to the American market. Another special aspect is the promotion at New York’s Times Square, a square that many rightfully call the ‘center of the world.’ Furthermore, we believe that the current promotion on digital channels, numerous workshops with agents, and trade shows will encourage Americans to decide to visit Croatia,” said Leila Krešić-Jurić, Director of the Croatian Tourist Board Representation in the USA.

(Photo: HTZ)

Paramount is a provider of media, production, and streaming services, with some of its prominent brands including CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+, and Pluto TV. CBS, as a key part of the Paramount brand portfolio, has been the most-watched TV channel in the USA for 15 consecutive years. It is available in 98 percent of American households, making it the channel with the widest reach in the USA.

(Photo: HTZ)

It’s worth noting that according to eVisitor data, American tourists last year recorded the highest number of overnight stays in Croatia in the Dubrovnik-Neretva and Split-Dalmatia counties and the city of Zagreb, with destinations such as Dubrovnik, Split, Zagreb, Hvar, Rovinj, and Zadar being among the most popular.