Creative & Brand, Growth & Visibility, Strategic PR
A wellness resort that needed to be heard
Terme Sveti Martin is one of Croatia's premier 4-star healthness resorts, nestled in the green heart of Međimurje. Despite world-class facilities and a loyal local following, the brand had limited visibility in regional and international media, leaving significant revenue and booking potential untapped.
SCRIBO PR helped to build a comprehensive PR and content strategy that would position Terme Sveti Martin as a must-visit wellness destination across Croatia, Slovenia, and the broader Central European market.
Cutting through a crowded hospitality market
The wellness market is highly competitive, with many premium resorts targeting similar mid-to-high-income travellers. While Terme Sveti Martin offered a strong and well-developed product, there was an opportunity, identified together with their team and partners, to further define and communicate a clear, compelling story to better reach key media and regional audiences.
Build a proactive media relationship programme, develop compelling seasonal storylines, create a visual content system aligned to their brand identity, and establish direct relationships with the most relevant travel and lifestyle journalists in the region.
Brand & Messaging Audit
Analysed existing communication, competitive positioning, and identified the key narratives that would resonate with target media segments — wellness tourism, luxury travel, and regional hospitality press.
Media Strategy & Relationship Building
Mapped the media landscape across markets. Built and nurtured relationships with 40+ travel and lifestyle journalists. Created tailored press packages for seasonal campaigns and new product launches.
Content & Campaign Creation
Developed seasonal campaign concepts (winter wellness, summer detox, corporate retreat series), produced press-ready visual content, and wrote brand-consistent copy across all outbound communications.
Media Outreach & Placements
Executed targeted pitching campaigns, facilitated press visits, coordinated media partnerships, and secured placements in top-tier regional travel publications, lifestyle magazines, and digital platforms.
Performance Tracking & Optimisation
Monitored media coverage, tracked brand mentions, reported on reach and sentiment. Continuously refined the media list, pitch angles, and content formats based on what was earning the best coverage.
"Saša is a great expert in his field, and he is also a person with admirable characteristics, making him both a trusted professional and a valued friend and business partner. Working with SCRIBO PR has elevated our brand presence significantly and we would not hesitate to recommend them."
Nuša Korotaj — General manager
