| Pula Office of Tourism
2010 REBRAND 100 Winners > distinction
Industry: Tourism - Places, Countries, Government-State Agencies
Enterprise Rebrand
Country Base: Croatia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Pula (60,000 inhabitants) is a famous tourist destination in Istria / Croatia. It is located near Venice (Italy), Umag, Porec and Rovinj (Croatia). 1,0420,000 nights with 240,000 guests a year represents significant capacity in the region. In the last few years, more and more focus was being shifted towards the tourism industry.
Challenge - The Tourism Board commissioned a rebranding project to improve the competitiveness of Pula as a famous tourist destination. Past research information revealed that the vast majority of visitors associated Pula primarily with the Roman amphitheater. The rebrand needed to extend that image of Pula and show it’s many and varied qualities (beaches, cultural events, etc.).
Strategy - To shape Pula as: culture + history + nature — tourism center. Furthermore, to show off a variety of its qualities by creating a modular, visual communication system which depicts a combination of these qualities. Example: “concert + amphitheatre” and “ beach life + cultural events,” etc.
The basic communication is derived from the traditional Pula emblem: yellow, Latin cross on a green shield has become a “plus” sign. The slogan "Pula is more" accentuates that there is more to Pula than meets the eye. In fact, it is a place that offers a combination of events, monuments, culture, beaches, etc.
Result - We united two basic identities that simultaneously functioned under the single brand of Pula - THe Tourism Board and the City Administration.
We promote a number of monuments and sites including nature and cultural events. A variety of different communication elements have been merged under one identity to achieve a synergistic effect. This season recorded a better than expected growth in visitors, despite the global economic downturn.
Credits:
Client: Pula Office of Tourism - www.pulainfo.hr
Brand Strategists/Designers: Parabureau - www.parabureau.com
Creative Directors: Igor Stanisljevic and Marko Baus
Strategists: Igor Stanisljevic and Marko Baus
Art Director: Petar Popovic
Designers: Maja Turcic, Kristina Ivancic
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