Texas Feels Slovenia 2023 ranked 2nd in the Best Crossover Event category, recognised for its integrated approach to combining business, tourism and sport into one international campaign.
The project brought Slovenia to Dallas through a multi-format experience, connecting a business and investment conference, a tourism workshop and a large-scale activation during an NBA game. Designed as a cohesive overseas campaign, the event positioned Slovenia as an attractive economic partner, tourism destination and innovative European country.
At the centre of the concept was a strong narrative built around Slovenia’s global visibility, including the presence of NBA star Luka Dončić. Business audiences engaged with Slovenian companies and opportunities through conferences and B2B meetings, while the wider public experienced the destination during “I Feel Slovenia Night”, where the arena was transformed into a platform for national promotion.
A COUNTRY PRESENTED THROUGH EXPERIENCE
The project stood out for its scale and complexity, bringing together multiple institutions and partners into one coordinated initiative. Through careful planning, digital coordination and a clear strategic framework, the organisers successfully delivered an international campaign that balanced content, promotion and live experience.
By combining different formats into a single, unified story, Texas Feels Slovenia 2023 demonstrated how crossover events can extend beyond traditional boundaries and create long-term impact for a destination on the global stage.
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