Director of the Government Communication Office Petra Bezjak Cirman on the Strength of the I feel Slovenia Brand

I feel Slovenia is Slovenia’s national brand. Through it, our country presents itself both at home and abroad, strengthening its visibility, symbolic position, reputation and influence in the international arena. The slogan invites people to feel and experience Slovenia – through word, sound, colour, touch, action and encounter. The national brand I feel Slovenia is managed by the Government Communication Office (UKOM). It is responsible for the development and governance of the brand, as well as for ensuring the correct use of the brand and its elements.

At the panel discussion, Petra Bezjak Cirman, Director of UKOM, shared her views on preserving the strength of the brand. She emphasised that the brand “reflects the identity of Slovenians and our core values. It carries the sense of love embedded in the word Slovenia, as well as the connection with the colour green, symbolising nature and a commitment to sustainability.” In an age saturated with information, she believes it is essential for the brand to maintain a strong presence on social media and to work with ambassadors who bring its story closer to people. She sees significant opportunities for further developing the brand in the future, particularly in the field of digital promotion, and highlighted that the Government Communication Office takes great pride in a national brand with such a long and established tradition.

The lively discussion, moderated by Professor Dr Maja Zalaznik, also featured contributions from Simon Anholt, an internationally recognised expert on national branding, Sašo Avsenik, accordionist and leader of the Sašo Avsenik Ensemble, Kris Guštin, member of the popular music group Joker Out, and Ana Savšek, Head of the Content Digital Marketing Sector at the Slovenian Tourist Board.