The new promotional sport CNTB is great, it uses our famous athletes as ambassadors of Croatian tourism, uses the latest trends in drone shooting, sends emotional messages, shows our diversity. Great video in line with the latest trends.This is how the message would have sounded 10 years ago, but through the prism of today, my personal position is that the video is “average”, mosaic, ie nothing special, and we have seen hundreds, thousands of such videos in the past 10 years. It is certainly not in line with the expectations and demand of today’s market, and the great competition and noise in communication.First of all, it is certainly commendable how the CNTB finally included our athletes as ambassadors of Croatian tourism. It is a pity that it took so long for our athletes to finally get involved in the promotion of Croatia, even though they have been doing it with their sporting successes since day one and they have certainly indebted us. One only needs to remember 1998 and the success of our footballers who branded our famous dice all over the world. Not just footballers but all other athletes all these years. These cubes are synonymous with Croatia even today, while on the other hand we have somehow forgotten them, wandering and looking for something “new”, and we already have cubes that are unique and by which we are recognized. Having such a strong brand is a rarity, and the power of the same is reflected enough when we mention the slogans: “What happens in Vegas stays in Vegas” as well as “I Love NY”. Why change it when we are recognized by it, unique and everyone knows about us, we just need to refine it and add new added value.But let’s get back to the topic.Enthusiastic about the new video primarily comes from the fact that we finally used our athletes as ambassadors of Croatian tourism and it is certainly positive. But is that enough? Is that consistent enough with the times we live in? Are our expectations too low?We must not forget that this is about branding Croatia, and I can’t help but get the impression that we did a bad job again. We have to be argumentative and positively critical. The work of the CNTB is always monitored under special eyes and we tend to publicly criticize or praise their work, but this is not criticism for the sake of criticism, because again, this is an extremely important segment – branding Croatia and the image we send to the world.Personally, I think that this video should have been just one of the “10” videos as an extension of the main video and communication. As well as to make a special platform, ie a communication strategy with our sports ambassadors, and not just one promotional video. However, as stated, the video will be shortened and more short videos will be made, in accordance with the target market. But that is certainly not enough, because one video certainly does not make a difference and must be part of the whole communication story and strategy. The video is classic and mosaic, without any idea and absolutely nothing special. There are no emotions and experiences as a motive for coming nor any story that will set us apart from others. Today, the noise in communication is terribly big, and in order to stand out, we have to be unique, have a special story and be different from others. Especially when we are “small” and when we do not have large budgets for promotion like some other tourist destinations. There is a lack of emotion and some stories, that “drive” and the need to share it on social networks, especially from the perspective of foreign tourists who are the target group of the video.Watch the promotional video once again and through the prism of today’s time and business of the 21st century? Is that enough?There is a lot of criticism on social networks, and most often there is only one woman in the video (Zrinka Cvitešić), how some other famous athletes should have been included, such as Kostelići, Mirko Filipović, Goran Ivanišević, etc.… how bad English is, how there is a lack of shots from other regions, how classic it is, how many shots are taken by a drone, etc.…I certainly agree with the above arguments, these are all very important details. Details that make a difference. I have a feeling that everything was done by force and in a short time. And the fact that only two or three months have passed unofficially for the realization of the entire video, from the idea to the premiere, speaks for itself.Three months is certainly too little, frivolous and unprofessional, especially because it is about branding Croatia. Such projects are prepared for months, if not years, paying attention to every second of the video, word, shot, etc.… A great example is the Great campaign from the UK. A campaign that brands the whole of the UK through various segments such as education, tourism, culture and the economy. However, in Croatia, unfortunately, we do not yet have an office or a body in charge of branding Croatia, as well as synergy and awareness of branding the state at that level, both horizontally and vertically.Someone would have to get fired for the music in the promotional video Personally, I think that the background music is too slow and that the music has to be more dynamic, but I am not a music expert, but that is my personal impression. But one fact bothered me a lot and because of that gaffe someone should get fired, at least he would get fired in the private sector. So, 700.000 kuna was spent on making the video, while the music cost $ 49 and is available on this link to buy.It is not news that music is bought through such sites and is often used by marketing agencies, nor is the price questionable, but the tragedy is that music was used to promote our country that someone has used before and that we can now buy and use for another occasion. Imagine that the same music is used for an advertisement for detergent or toothpaste – the point is clear. To make matters worse, the same background music is already in use in Croatia, for the needs of a promotional video for a political parties. If you are already buying music from such portals, then you are buying a license that no one can use it anymore and it is inadmissible that the music has already been used by someone, who knows for what purposes. We are talking about branding Croatia! That is unacceptable!They could now analyze the whole video in detail and they should, ie they should in the CNTB, but I leave that to some others, experts in every field, which we certainly have in Croatia. Indeed, professionals who have achieved worldwide success and recognition, from marketing agencies, experts in digital marketing, design, photography, branding, etc.…It is certainly positive that this step was made and our athletes were finally involved in the promotion of Croatia, but the general impression is that in accordance with today’s trends and market needs, the video is mosaic, classic and the performance should have been much much better. Lots more emotions and experiences because we have something to brag about and be proud of. It is precisely our greatest value that is our diversity and authenticity. We must not be satisfied with the average, nowadays you have to be faster, different and more innovative or Blue Cow as Seth Godin would say. The competition is not sleeping, on the contrary, it is fighting hard to be better than us, and we are just giving it even more space.Tourism is made up of emotions, experiences and stories, and we are still unfortunately average.