Experiential marketing campaign handbook: case Herceg-Novi

Abstract

There is a hidden gem located in the Balkans, yet to be discovered by the tourist masses. Montenegro is a versatile destination with something to offer to all kinds of travellers’ needs. The number of Finnish tourists travelling to Montenegro is rather minimal at the moment, compared to the other Northern Countries. The Tourist Info of Herceg-Novi (TOHN) requested a marketing campaign executed together with Haaga-Helia students, and the author had the chance to start the process by creating an experiential marketing handbook as a thesis, and as the first phase of the campaign. It will work as a supporting tool for those who execute the campaign in the future. The handbook created in this thesis process is the first part of creating an experiential marketing campaign for Montenegro and the city of Herceg-Novi.