Union Experience
BACKGROUND
When Union Pub opened in 2014 Union brewery gained a new tourist product - Union Experience. In the beginning, it consisted of a brewing museum and two tourist packages. Visitors mostly came to see the museum as part of organised groups, so there was a need for a new business and communication model, which would also support the new price policy.
IDEA
The number of tourists in Ljubljana is rapidly growing, so we recognised an opportunity in this target group. We branded Union Experience as a tourist product and turned it into an experience.
In the first phase of communication, we addressed tourists with messages that presented the product as a combination of local attractions and food and drink. In the second phase, we focused on positioning the product among the most desirable experiences in Ljubljana.
STRATEGY
To reposition the product into a tourist experience, we had to overcome 3 main challenges:
- A wide competitive environment, represented by all catering establishments, museums, Ljubljana tourist attractions and adventure tourism.
- High price, because it is one of the most expensive products in the category, with its price representing as much as 10% of the daily budget of tourists in Ljubljana.
- Location barrier, since most tourists move only in the center of Ljubljana.
To tackle the first two challenges, we have defined a key tactic, positioning the product among the most desirable experiences in Ljubljana. To that end, we designed the communication to meet the two key wishes of tourists in Ljubljana - the desire to find local landmarks and the desire to have a drink. In addition, we focused on the growth of the position on the most important portal in the tourism sector, Tripadvisor.
We have addressed the location barrier by carefully planning and placing communication messages on key channels. We used Facebook and city buses, bus stops, tourist info points, brewery and hotels as part of offline communication.
EXECUTION
The changed communication strategy of the product and the transition to the communication of the tourist experience, which offers everything that is most important to tourists, have been applied to all communication solutions.
Posters, buses
In a humorous way, the headlines blend history, local landmarks and culinary experiences while complementing them with key logistical information.
Tripadvisor
To position the product among the TOP 5 must-see activities in Ljubljana, we combined tactics to encourage curators and visitors to visit UEX.
Frequent and engaging communication that represents the most important aspects of the Union Experience - history, cuisine, landmark.
Hotels and tourist info points
We have positioned the Union Experience in various brochures and catalogues with Ljubljana attractions, which still represent an important planning point for Ljubljana's experience for a large number of tourists.
Union Pub
A frequently visited point that tactically serves as a great entry point that takes visitors to the full experience. Upsell tactics for tourists, occasional and regular guests.
RESULTS
increase in the number of visitors during the campaign.
income increase.
place among 146 adventures in Ljubljana on Tripadvisor.