Krapinsko – zagorska županija
*The project was created in Brandoctor in 2007. Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
We defined the new brand strategy for Krapinsko-zagorska županija (also known as Zagorje) - a county in the northwestern Croatia, with a strong, yet unused potential. After an elaborate, detailed and lengthy analysis, we defined the brand platform and the unique brand story. It is a fairy tale about kind people that live there in seven towns, on seven hills, surrounded by pristine rivers and springs. The attributes of the brand image are: good, green, magical, fairy-tale, and spiritually inspiring. After defining the brand strategy and according to the brand platform, we designed the county’s visual identity.
Almost ten years after rebranding Zagorje still records high growth in tourism arrivals and overnight stays - in the first six months of 2016 the number of arrivals has grown by 37% and number of overnight stays by 35% compared to the same period in 2015.