Slovenian Tourist Board (STO) received the PRIZMA Award for Excellence in Communication for the project "Communication Safe in the Mountains", which encourages responsible and safe visits to Slovenian mountains by connecting key partners in the fields of tourism, safety and mountaineering.
As part of the 28th Slovenian Public Relations Conference (new window), the project "Communication Safe in the Mountains" received 1st prize in the category "Specific Communication Programs" for excellence in communication, professionalism, knowledge, creativity and effectiveness. The project "Communication Safe in the Mountains", coordinated by STO together with partners – including the Mountain Rescue Association of Slovenia, the Alpine Association of Slovenia, the Police, the Association of Mountain Guides of Slovenia, Triglav National Park, ARSO and other stakeholders – represents an example of a systemic and long-term approach to raising awareness among domestic and foreign visitors about safe conduct in the mountains. "With coordinated action of partners and targeted messages, STO effectively educated both domestic and foreign visitors and brought them closer to the importance of preparation for mountain adventures. The campaign demonstrates the exceptional importance of specific communication, which with clear preventive advice on the right channels directly influences more responsible behavior in nature and helps save lives," the jury stated in the explanation for the award.
Director of the Slovenian Tourist Board mag. Maja Pak Olaj: "The PRIZMA Award represents an important recognition for the entire 'Safe in the Mountains' partnership and confirms that by connecting tourism, expertise and safety institutions we can create effective communication projects with long-term positive effects. Slovenia is recognized as a responsible destination for active and green experiences, so safe visits to nature are an important part of the sustainable development of Slovenian tourism."
The Safe in the Mountains project was created as a response to the increase in accidents in Slovenian mountains and the need for unified, clear and multilingual communication for domestic and foreign visitors. The special feature of the project is the close cooperation of numerous partners and the inclusion of the tourism sector as an important ambassador of responsible behavior in nature. It was precisely this partnership that accelerated the preparation and the need for appropriate communication of responsible behavior of domestic and foreign tourists, mountain visitors, in Slovenia.
The Safe in the Mountains campaign has a network of several continuous communication activities. As part of the project, a central multilingual information point "Safe in the Mountains" was established on the slovenia.info portal in seven languages, which was visited by more than 32,000 users last year. On social networks, vertical video content in ten markets in the summer 2025 campaign reached more than 10 million views.
This year, STO upgraded the communication campaign of the "Safe in the Mountains" project in cooperation with partners with additional content or a winter communication campaign, which enables awareness and communication throughout the year, including in winter. As part of the campaign, informative video content was created that informs visitors about the most common mistakes, basic knowledge and recommendations for responsible movement in winter conditions. The content was additionally included in the Global Digital Campaign and advertised in 18 foreign markets in 14 languages, with an emphasis on more realistic expectations and better preparedness of hikers even before arriving in Slovenia.
Promotional activities did not only take place digitally – advertising messages were also present on Slovenian Railways trains. At the same time, STO together with partners has for a long time enabled access to free awareness-raising materials for tourism stakeholders, such as tourist information centers and accommodation facilities. Posters and leaflets via QR codes invite further exploration of the content. In 2026, a new project began, namely filming mountain trails that visitors will be able to visually familiarize themselves with in advance. The first examples show winter ascents to Grintavec, Velika planina and Ratitovec. New will also be leaflets with tips for a safe visit to the mountains, which hikers will be able to receive at tourist information centers throughout Slovenia and take with them.
Tourism in cooperation with partners and professional institutions checks the current situation, coordinates communication emphases and takes them into account when preparing new content for awareness and promotion of responsible visits to Slovenian mountains. STO thus with its digital channels and communication achieves millions of reaches and significantly contributes to greater awareness of responsible visits to Slovenian mountains.
Prizma (new window) is a national professional award that the Slovenian Public Relations Society awards to Slovenian organizations for excellence in implemented communication programs in the field of public relations. It is the only such recognition for Slovenian communication experts and does not only mean communication excellence, but also expresses professionalism, knowledge, creativity and effectiveness in the field of public relations expertise.
The PRIZMA award jury consists of recognized experts in the fields of public relations, communication, marketing, media and management, who evaluate submitted projects according to professional criteria of excellence in communication. In the evaluation, the jury primarily assesses: clear definition of the problem or challenge, quality of research and strategic approach, innovativeness of communication solutions, effectiveness of implemented activities, measurable results and effects of the project and long-term impact and social responsibility of the project.
Source:
https://www.slovenia.info/sl/novinarsko-sredisce/sporocila-za-javnost/38131-sto-prejela-nagrado-prizma-za-projekt-komunikacija-varno-v-gore