Otherworldly Beauty at Your Fingertips

The Tourist Board of Novalja (TZG Novalja) is the official organization responsible for the promotion and development of tourism in the City of Novalja on the island of Pag. Its mission is to create a competitive and sustainable tourism offer that highlights the destination’s unique natural and cultural resources.

Creative agency Bruketa&Žinić&Grey developed a transformative new brand strategy for the City of Novalja and its Tourist Board, designed to reorient the destination from a seasonal party hub to a sustainable, year-round attraction. The new strategy aims to achieve a 31 % increase in overnight stays by 2029 by repositioning Novalja as a unique destination offering “otherworldly natural beauty at your fingertips.”

Strategic Challenge: Moving Beyond a One-Dimensional Image

For years, Novalja has been internationally recognized as one of the world’s leading summer party destinations, primarily thanks to the fame of Zrće beach. While economically significant, this exclusive focus posed a long-term challenge. The brand image was one-dimensional, limiting the potential for growth beyond the main summer months and failing to encompass the full spectrum of Novalja’s unique assets.

The strategic document clearly identifies the gap between the current image (party destination) and the desired identity – a destination rich in unique natural phenomena, cultural heritage, and accessible outdoor activities. The key challenge was to build a brand that could attract a wider range of visitors, including families, cultural tourists, and nature lovers, especially in the pre-season and post-season.

The Solution: A Strategy Rooted in Differentiation and Relevance

The agency’s approach is based on a classic, robust framework centered on three pillars: relevance, differentiation, and sustainability.

“‘Our task was not to erase Novalja’s existing success, but to build upon it by uncovering its hidden dimensions,’ explains the senior brand strategist at Bruketa&Žinić&Grey. ‘We identified what truly sets Novalja apart from any other Mediterranean destination. The answer lies in its landscape – a rugged, beautiful, almost lunar terrain that coexists with the crystal-clear Adriatic Sea.'”

This led to the creation of a powerful and authentic brand promise: “Otherworldly natural beauty at your fingertips.”

This promise is the cornerstone of the new identity. It achieves two key objectives:

1. Differentiates: It immediately sets Novalja apart from competitors promising “sun and sea.” The “otherworldly” or “space-like” theme is unique and memorable.
2. Is Relevant: It directly addresses the needs of modern travelers seeking unique experiences who are often limited by time and budget. Novalja’s excellent road connectivity and proximity to key European markets make this “otherworldly” experience exceptionally accessible.

Bringing the Brand to Life: Values, Messaging, and the Visitor’s Story

The strategy is supported by a clear hierarchy of values and messages that serve as a guide for all future communication.

• Unique Attributes (Reasons to Believe): The strategy leverages tangible assets such as the “Life on Mars” trail with its Martian landscape, the ancient olive groves in Lun, and mysterious historical sites like the Pag Triangle.
• Differentiating Value: Novalja offers visitors an active vacation in a landscape that looks like it’s from another planet, without the need for extensive travel or planning.
• Key Messages: The strategy translates this into compelling and creative communication messages, such as:
• “Space Mediterranean”
• “Three, Four, Mars!”
• “Space Has Never Been Closer”

A sophisticated element of the communication strategy is its narrative framework, which positions the visitor as the “Hero” of their own story. In this narrative, Novalja plays the role of the “Helper” – a unique place that enables the hero to overcome the “enemy” (the monotony of everyday life or the sameness of other destinations) and experience a positive transformation.

‘This strategy provides us with a clear and exciting path forward,’ stated Mrs. Marina Šćiran, Director of the Novalja Tourist Board. ‘It honors our heritage while embracing a future that is more sustainable and inclusive. By showcasing our incredible landscapes and cultural treasures, we can invite the world to discover a side of Novalja they never knew existed, at any time of year. We are confident that this will resonate with our existing guests and attract new ones seeking authentic and unforgettable experiences.”

The new brand identity will be applied to all tourism products, services, and marketing communications, with the ultimate goal of establishing Novalja as a truly unique, multifaceted destination on the global tourism map.

The first project within the new strategy was also created by the Bruketa&Žinić&Grey agency. “Close Encounters of the Pag Kind” is the branding of the MarsOvca gastro event organized by the Novalja Craftsmen Association, the Novalja Tourist Board, and the City of Novalja. MarsOvca is the first concrete response to the proposed direction in the Strategy, whose mission, vision, and goal were to elevate gastronomy to a higher level, recognize the local and national brand of the Pag sheep, boost the pre-season, and as such, the event is authentic and fully aligned with the guidelines set out in the strategy.

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