About the client
The main activity of Abstracto Studio is designing contemporary architecture and interiors. The Studio offers a wide range of services, including production of visualizations, analyses of project possibilities, preparation of bill of quantities, cost audit and estimation of bill of quantities and total costs, as well as construction supervision. The Studio boasts numerous projects, as well as interventions of different purposes and types. At the beginning of 2018, the Studio launched a glamping project called Plitvice Holiday Resort, a set of tree houses in Grabovac near Plitvice.
Challenge
Abstracto Studio has created a project of modern wooden house rentals for Plitvice Holiday Resort. The task of the CTA komunikacije team was to popularize and present the architectural part of these innovative and attractive houses in the media. The campaign budget was 0 EUR and the client gave us a free rein because they believed they had a good story – which turned out to be true in the end. The campaign’s goal was to spread the story and increase the project’s visibility in the media through a communication campaign. Our client’s only condition was to use top quality rendering which, combined with beautiful nature, was a fairly easy thing to do. In order to better convey the lifestyle this tourism and design venture offers we visited the location of the houses. The zen oasis that the location exudes stimulated our creative process as well as the campaign’s direction.
Solution
The first step was to do a press release that would convey the importance and beauty of the project and to select the media that would be given the right of exclusive publication. The specificity of houses’ design was transferred to the lifestyle media with an additional emphasis on new and innovative approaches to architecture. The first press release for the selected media came out on a Thursday night – as a way of saying good night and on Friday morning – to brighten up the end of the work week. Photography served as the base for media coverage. The news was soon broadcast by all national portals, followed by regional portals. TV, as the most important medium, also transmitted the news via TV reports in the shows and this unusual project was followed by the international portals Lifestyle and The Mirror, too. Celebrities noticed the story and spontaneously shared the location on their social networks. The reach exploded, with a single post on social media reaching almost 190,000. Relying solely on organic reach and attractive visuals, the houses in Plitvice Holiday resort were booked over six months in advance and during this first period the client’s phone would not stop ringing for 15 days in a row. The resort is positioned as a top holiday destination, and the architecture by Abstracto Studio as one of the most interesting in Croatia in terms of glamping tourism.
