A bunch of voices and a bunch of visuals

Marina Križman

Chief Travel Officer at Envy

Marina represents Envy, a digital marketing agency located in Zagreb and Frankfurt. She’s been focused on projects with clients from travel industry for the past three years: hotels, tourist boards and international festivals. Her main interests are digital marketing in tourism, branding on social media and consumer behavior in an online world.

Q: What do you love about your job the most?
Since I’ve started working in the marketing industry, I’ve always worked within the digital marketing field. It’s one of the strongest trends that’s shaping the industry and its constant development makes every marketer involved very focused and alert. I’ve specialized in content marketing and online branding, and an enormous flow of content I create with my team sometimes make us feel more of entertainers than serious marketers. And that’s good – I like the idea of raising my client brand’s awareness and interest and entertaining his/her target on their various screens and seeing an immediate interaction and feedback on a daily basis. And we can do it every day, alternating the content’s format, tone of voice, duration, platforms etc. It’s both fun, efficient and challenging.

Q: Where do you see the biggest opportunity in marketing and the MICE industry?
Out of the box concepts and a better integration of new media in the marketing mix.

Q: How do you deal with the marketing jungle on a daily basis?
I watch the best marketing documentary Art & Copy and think of simpler times with fewer media, no online reviews and PR crisis that spread as a light online. Just kidding, but coming from a digital agency, our marketing jungle on a daily basis is represented by numerous messages in inboxes, online reviews, dozens of Insta stories and social media’s prolific approach to producing more diverse and various content for consumers. A bunch of voices and a bunch of visuals. We cope with it through dedication to detail, timing, and consumers, trying to obtain an optimized organization within the teams handling different clients and industries.

Q: How did the best events you attended so far make you feel?
Excited about my team’s future work and new challenges.

PERSONAL – BACKGROUND

Q: Looking at your bucket list, what is the one thing that you really wish to cross off until the end of 2017?
I finally want to start practising properly with my band. It’s two of my best friends and me in the band, we play two flutes and a metallophone. They are also working in the marketing industry, it’s our way to escape the marketing jungle. We have no serious plans about music career.

Q: If you could have dinner with anyone (alive or dead), who would you have dinner with and why?
Band TV on the Radio, the coolest guys out there, to talk about music and deep stuff. Guys from Flight of the Conchords, the funniest guys out there, to talk about life and weird stuff. And Michelle Obama, she’s seems like a superb woman and a great dancer, we’d probably end up drinking shots at an RnB Party.

CROSSOVER CONFERENCE

Q: What would you share with our participants if you would have only one minute?
A brief introduction into a campaign called Lone Seasons, created for our client Lone Hotel (Maistra), which integrates video marketing directly with the brand’s business and marketing goals – position the hotel as all-year-round destination for its target travelers. Following this insight, our creative team thought of a rather different approach when building the concept for the hotel’s brand video: why having a standard one piece video material when the hotel works successfully and changes its offer throughout the year? A concept with 4 concise and visually appealing brand videos, launched on the first day of every new season was born, representing the hotel and its special atmosphere in different parts of the year. The participants will hear the results at my presentation.

Q: What are you bringing to Conventa Crossover?
My team’s best study cases involving brands and clients within the travel industry. We’ll be focusing on content creation in digital marketing from the aspect of content source: branded content, with an accent on video marketing and user, generated content, with a focus on influencer marketing.