Project
ŠKOFJA LOKA, THE POLJANE VALLEY AND THE SELCA VALLEY
CLIENT
Sora Development Agency
The digital campaign for the Škofja Loka region invited visitors from Slovenia, Italy and France to experience the timeless character of Škofja Loka. Together with the Sora Development Agency and partner destinations, we were delighted by the campaign’s exceptional response.
A timeless digital campaign
In the Škofja Loka region, places take you by surprise. You stop watching the clock and discover a sense of timelessness that stays with you. You pause and take a breath among thousand-year-old stories and valleys nestled between Ljubljana and the Julian Alps.
Strategist Petra Goneli, project manager Tanja Gruden, designer Patricia Kovač and copywriter Neja Petek co-created the digital campaign Eternal Škofja Loka for You. Throughout the summer, it invited visitors from Slovenia, Italy and France to experience a timeless escape filled with creativity, nature and the living heritage of Škofja Loka.
The Škofja Loka Passion Play 2026
Next year, the long-awaited 300th anniversary of the Škofja Loka Passion Play will finally be celebrated with a new performance. The Passion Play is the oldest surviving dramatic text in the Slovene language and the oldest surviving director’s book in Europe. Slovenia’s largest open-air theatrical production brings the wider local community together every five years, filling the streets with scenes, performers and preparations for the spectacle.
As part of the project to digitally enhance Škofja Loka’s tourism offer, co-funded by the Slovenian Tourist Board, we developed a summer promotional campaign for Slovenian and international markets. Through a contemporary visual language and powerful storytelling, the campaign invited visitors to discover Škofja Loka, the Poljane Valley, Železniki and Žiri.
The campaign highlighted the region’s most distinctive experiences: the Škofja Loka Passion Play, Slovenia’s largest open-air theatrical production, the Pisana Loka Festival, the mastery of local craftspeople, and experiences in the Poljane and Selca valleys.
We created:
✔ The creative campaign concept.
✔ Marketing copy for the Škofja Loka destination landing page, adapted for international markets.
✔ Marketing copy for the digital campaign, adapted for international markets.
✔ The campaign’s creative visual concept and complete graphic design execution.
