Find out more about the new destination platform of Istria in the attachment through two articles. So the whole story has meaning and effect. The world grail of any sale, promotion, marketing is action, ie purchase. We have received the attention and interest of users, and we are left with the last step, which is to further tell the story on the page and interest the user to get the much desired action. Of course, one promotional video is not enough if the whole promotion strategy is not behind it, both offline and online. If we compare the promotional videos of our other destinations, which are more mosaic, boring and without a story, the honor of exceptions, this video is far ahead of everyone. Drone shots are a hit, but those without a story don’t make sense and often take too long. This is short, interesting and effective. AIDA (Attention, Interest, Desire, Action) Personally, I am a fan of the AIDA marketing model, simple and clear, which is one of the foundations of modern marketing. ( A attention (attention), I interest (interest), D desire i A action (action)) Thus, the video must provoke attention and a reaction that leads to the research of the destination, and later the purchase, ie booking or arrival at the destination. On the one hand, it is never easier to reach a great reach today, due to social networks, and yet on the other hand it is never harder, because there is a lot of noise in communication, and the audience’s attention is hard to get and it lasts very short. That is why today the real art is to get the much desired attention and virality. Under the slogan – Experience life as it should be in Istria !, new promotion video of Istria, I emphasize the destinations of Istria, not Porec, Pula, Rovinj, etc.… invites guests to explore it, which is part of the new digital strategy of Istria. And Istria does it smartly and strategically. In this case, after the video users go to the destination website – www.istria.hr, which from this year has become a real destination portal, where the main focus is no longer on b2b information, but exclusively on the user / tourist and the sale of experiences and stories. I can freely say that the video is different, full of life and energy, and yet through the narrative in a casual tone, it makes one great whole. The video in a fun and attractive way, full of emotions and experiences, with an interesting narrative and the final message as the icing on the cake certainly achieved the effect of attracting attention and imagination or dreaming of finding ourselves in the shots. Research and action now follow.