Božo Skoko

PhD Božo Skoko

Božo Skoko is an full professor at the Faculty of Political Science of the University of Zagreb, where he is head of the Public Relations postgraduate study. His scientific interests are: public relations and communications, international relations, national identity and image, as well as media. He is the co-founder of Millenium promocija, the leading Croatian public relations agency. He is a long-time strategic communications consultant. He is a former journalist and editor with Croatian Television. He is the author of seven books and over seventy scientific papers on public relations, the media and managing the identity and image of Croatia. He is a columnist with the daily newspaper Večernji list.
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Cooperation with the Institute for Tourism

Institute for Tourism and Millenium promocija to brand tourist destinations

The Institute for Tourism, a state institute specialized for research and consulting in the tourism and catering industry, and Millenium promocija, one of the leading Croatian agencies for communication management and branding, presented their joint project for branding tourist destinations.

The joint appearance of these two institutions with regional experience brings the market a unique product that integrates scientific methodology, theoretical knowledge and practical experience. In this manner, tourist destinations in Croatia and the region will finally receive a comprehensive service - from the creation of a tourism development strategy and creating tourism products, marketing plans, enhancing destination identity and image, to creating brand architecture and public relations with domestic and international audiences. The concept of branding destinations - countries, regions and cities - has become a must in tourism, if the destination is looking to stand apart from the competition and to position itself on the regional and international tourist map. The objective of branding is to uncover and to emphasize the unique attributes of some destination, and in that manner to make it recognizable and stand out from the others, that is, to influence an increase in the number of tourists, to increase foreign investments, to maintain and to promote its own identity and tradition, as well as to improve the quality of life and in general the image of a destination. The cooperation between the Institute, an academic institute with enormous research and practical experience in creating tourism products and in producing strategic marketing plans in the field of tourism, and Millenium promocija, one of the oldest Croatian public relations agencies with experience in branding, represents a strong and competitive synergy, that will enable the successful positioning of Croatian, regional and, in the near future, European destinations.
"The start of branding tourist destinations together with Millenium promocija is the first example of cooperation of the Institute with a private partner. I believe that this is the start of a long-term and successful cooperation, and that with our joint efforts we will contribute to the competitiveness of domestic and foreign destinations. We are aware on the one hand of the huge needs of our destinations to take a step forward in their offer and promotion, and on the other hand the lack of knowledge and experience, as well as experts in general in this area, acting according to contemporary global experiences. That's why I'm glad that we've managed to gather the best in Croatia," emphasized Sanda Čorak, Director of the Institute for Tourism. "In the time that we are living, no destination, whether city, region or country, can afford the luxury of not taking care of its identity and image, because if you don't say your story, someone else will. And this story does not necessarily have to be told with good intentions. On the other hand, at this time of favorable offers and selective consumers, destinations are forced every day to compete with one another to come out on top for their share of profits, investments, attention, guests, respect..." - said Božo Skoko, Advisor for Strategic Communication and Branding Projects in Millenium promocija, and an assistant professor at the Faculty of Political Science, University of Zagreb.
The Institute for Tourism and Millenium promocija have independently realized several destination branding projects thus far. Experts from the Institute for Tourism are the authors of several studies, among others for the Municipality of Bol, Eastern Slavonia, City of Benkovac, National Association of Small and Family Hotels, Primorje-Gorski Kotar County, Municipality of Jelsa, Dubrovnik-Neretva County, Municipality of Ljubuški, Slavonski Brod, Municipality of Brtonigla, while the agency experts of Millenium promocija have worked in recent years on branding Hvar, Karlovac and Samobor, on the tourism promotion of Velika Gorica, Herzegovina and others.