Communication campaign for destination promotion

Communication Campaign – Dubrovnik Reframed

For Dubrovnik Development Agency, Sustainability Office developed a communication strategy and campaign to promote local natural and cultural resources, as well as sustainable tourism experiences developed within the People Powered Tourism project. Rather than relying on traditional project communication, we designed a content-led strategy focused on social media and organic reach, with the aim of connecting directly with potential visitors and inspiring them to discover a different side of Dubrovnik.

Our research showed that official destination communication predominantly focuses on Dubrovnik’s Old Town and its most iconic attractions. In response, we developed Dubrovnik Reframed - a dedicated Instagram profile built around a simple idea: the people, places and stories are already there; what needs to change is the perspective.

The campaign invites visitors to look beyond Dubrovnik’s iconic walls and discover the people, landscapes, traditions and creative energy that shape the wider destination. The focus is placed on less-visited areas, including the rural communities of Mrčevo, Mravinjac, Majkovi, Ljubač and Gromača, as well as the urban neighbourhood of Gruž.

By bringing these places and their local stories into the spotlight, the campaign aims to encourage visitors to explore beyond established tourist routes, spend more time in the destination and generate greater benefits for local communities.

Sustainability Office's role

As part of the campaign, Sustainability Office:

• directed, organised and produced a series of interviews introducing local stakeholders, their work, skills and stories to potential visitors in the form of Youtube videos;

• produced a dedicated short film promoting a cycling route through Dubrovnik’s countryside, showcasing the landscape, heritage and experiences available along the route;

• developed a series of short-form social media videos designed specifically for organic reach and engagement;

• created the visual and editorial direction for the Dubrovnik Reframed communication concept and Instagram presence.

The first wave of short-form video content reached more than 10,000 people within the first three days, demonstrating the potential of targeted, authentic content to reach audiences beyond traditional destination communication channels.

Importantly, Dubrovnik Reframed is designed to outlive the project itself. Following the completion of the collaboration, the profile will remain a living catalogue and communication channel for showcasing local people, places, resources and experiences - supporting the continued promotion of people-powered, experience-based and more sustainable tourism in Dubrovnik.