Zadar Tourist Board is a local tourist board for the city of Zadar, one of the most popular and visited destinations in Croatia. They have been using Determ since 2019 to aid them in tracking mentions of Zadar and its most popular attractions and events both in the local and global market.
To find out more about how Determ supports the Zadar tourist board’s promotion of the city of Zadar and the Zadar archipelago islands, we reached out to Martina Crnčević. Martina is a Tourist Informator who mainly focuses on managing and maintaining the board’s website and social media, as well as working on campaigns that will help increase the online presence of Zadar.
“Our goal is always to be present online and make the city of Zadar an even bigger brand,” Martina says. Previously, they tried tracking mentions of Zadar manually, which “took a lot of time” and led them to “missing out on a lot of mentions.” But, to truly increase brand awareness, they needed a tool that would enable them to identify relevant online articles and posts in real-time and immediately share them on social media.
Solution & Impact
Prior to working at Zadar Tourist Board, Martina had no experience with a media monitoring tool. Soon after her colleague introduced her to Determ, it became an essential part of her workflow.
Such an example happened when Netflix’s ‘Don’t look up’ came out. The movie shows one of Zadar’s most popular tourist attractions, the Greeting to the Sun, and Twitter users immediately picked up on this. Even without watching the movie, Zadar Tourist Board’s team was able to react promptly and leverage the online buzz for the city’s promotion.
Martina highlighted automation as the greatest benefit of using the tool, as they no longer have to “spend time and manually research articles mentioning Zadar”. In addition, with the tool, they can immediately view things they “wouldn’t even think of googling otherwise”.
An unexpected benefit to using Determ is the Influence score and Reach metrics, as well as numerous filtering options. As Martina says, these features have enabled Zadar Tourist Board to effectively narrow down the most relevant articles and posts that will have the greatest impact.
When asked what advice she would give to people who are thinking about purchasing Determ, Martina said: