Gorska Bajka: from holiday accommodation to a recognisable tourism brand
Gorska Bajka is the brand of two holiday homes in Gorski Kotar, Croatia — Jela and Smreka. The task was to build a digital presence that would do more than present the accommodation: it had to convey the experience of a break in nature, of peace and of escaping everyday city life. Digital Talents developed the brand identity, the content strategy and a website that guides guests from first interest to a booking enquiry. The project was delivered through mentored work by talents, with expert guidance from mentors.
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Gorska Bajka was entering the continental tourism market with two high-category holiday homes set in the natural surroundings of Gorski Kotar. The offer included a rustic atmosphere, modern amenities, wellness facilities and opportunities for an active holiday all year round.
The challenge was to turn an accommodation offer into a recognisable brand that could stand apart from the many properties presented mainly on third-party booking platforms. The name, look, story, content and digital channels had to come together into an experience that guests could understand, value and choose before they even arrived.
From audience research to a digital guest journey
The project started with an analysis of the offer, the competition and the needs of potential guests. The focus was on people who want to escape the city routine, spend time in nature, rest in peace and quiet, or explore Gorski Kotar through walking, cycling, hiking and winter activities.
The digital presence was designed around the guest journey:
- Attract attention with content about nature, rest and the Gorski Kotar experience.
- Clearly present the houses, amenities, location and facilities.
- Answer practical questions before booking.
- Guide guests towards getting in touch and sending an accommodation enquiry.
- Encourage a positive experience and recommendations after the stay.
A brand with its own digital space
Digital Talents brought identity, content and the website together into a single system of digital communication.
Name and visual identity
The brand was named Gorska Bajka, with the English version Mountain Fairytale. The name connects the mountain landscape, peace, nature and the experience of a break away from everyday life.
The two houses were named Jela and Smreka. A logo, a brand mark and a core visual identity system were developed and applied across the website and social media. The visual system draws on motifs of the mountain house, the forest and the highlands.
Story and content
The content strategy went beyond describing the accommodation. A story was shaped that presents Gorska Bajka as a place to rest, reconnect with nature and create your own memories.
Content was developed to make the whole decision process easier for guests — from travel inspiration and an introduction to the houses to useful information on getting there, booking, activities and things to do nearby. A distinctive part of the communication is the narrative about Jela and Smreka, which links the names of the houses to the brand's recognisable identity.
Website
A bilingual website was built that brings together the brand, the accommodation units, the houses' facilities, the location and activities in Gorski Kotar.
The website is structured so that a potential guest can quickly find the key information:
- a detailed presentation of the Jela and Smreka holiday homes
- photos of the interiors, exteriors and surroundings
- information on facilities, amenities and stay options
- suggested activities for summer and winter
- useful information on the location, getting there and the surrounding area
- contact channels for enquiries and bookings.
Digital channels
Content prepared for the website was also used on social media, conveying the Gorska Bajka experience through visual posts, the story of the location, the houses' facilities and ideas for a stay in Gorski Kotar. This linked the website and social media into one consistent line of communication with potential guests.
A brand that lives all year round
Gorska Bajka gained a clearly defined identity, a recognisable story and its own digital channel for presenting its offer and collecting booking enquiries.
By connecting the visual identity, content strategy, website and social media, we created a consistent digital presence that brings guests closer to the accommodation, the nature of Gorski Kotar and the options for a stay in every season. The project communicated not just holiday homes but an experience: winter snow and quiet, spring and autumn walks, summer activities in nature, and wellness and rest all year round.
According to the owner, Gorska Bajka was booked months in advance, including outside the main tourist season. This confirms the potential of year-round tourism in Gorski Kotar, as well as the value of a brand that doesn't rely solely on seasonal demand or third-party booking platforms.
Instead of relying exclusively on external booking channels, Gorska Bajka now has its own digital home where it can build recognition, tell its full story and develop a direct relationship with guests.
A real project, developed through mentored work
The Gorska Bajka project was developed by a team of digital marketing and design students, mentored by their lecturers. The project covered market and audience analysis, brand identity development, content strategy and building a website for a real client.
Gorska Bajka is an example of how Digital Talents combines academic knowledge, mentoring experience and work on concrete business challenges.
Related
Gorska Bajka shows how, for a tourism or consumer brand, you can bring together:
Build a brand people can find, understand and choose
If you're developing a tourism, service or consumer brand, Digital Talents can help you connect identity, content and digital channels into a system that serves your business goal.
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