Национална Ревија

Media

INTERACTIVE WINDOWS CONTINUE SPREADING THROUGHOUT SERBIA
Our Unimposing Companion
The ”picture of a thousand words” addresses the human, not the mass. It is adjusted to personal and actual needs, instead of endless unselective bombarding of all people with all information. The new interactive windows were placed in Belgrade, Novi Sad, Pančevo, Užice, Ivanjica, Zlatibor... They are growing into promoters of the whole cultural and tourism offer of Serbia, and becoming a reliable guide

A year ago, National Review presented the Interactive Window in its special edition ”Tourism 2009” as a new field of effective communication offering huge possibilities in a free and targeted distribution of messages. In the meantime, the number of interactive windows in Serbia was quadrupled, while the positive effects are multiplying even faster.
– Aware of the potentials of the interactive window in the promotion of Belgrade’s tourism offer, the City Department of Economy financed the installation of four new interactive windows on the busiest locations in June 2009, before the beginning of the Universiade. In cooperation with the Tourist Organization of Belgrade, the interactive windows were installed in tourist info centers at the Main Railway Station, in the ”Staklenac” shopping center (towards Makedonska Street), in Ada Ciganlija, and ”Beogradjanka” – says Branislav Dogandžić for National Review, the enterprising and creative director of this project and ”V-Interact” agency which is implementing it. – Novi Sad also got its window in the central city square. The Tourist Organization of Pančevo was among the first to recognize the possibilities offered by interactive windows, so one was installed in the busiest place in the center of this southern Banat city. Especially interesting is our latest project realized for the Tourist Organization of the Western Serbia region. One interactive window was placed in Užice and the other in Ivanjica (both in tourist info centers). The project also included a complete software on the Tourist Organization of Serbia info columns. In these windows, one can see the complete tourism offer of 11 municipalities within this important regional tourist organization, including tourist centers such as Zlatibor, Tara, Mokra Gora, Zlatar, Ivanjica... A comprehensive and attractive interactive window was also placed in the new Tourist Organization of Zlatibor object, about to be opened these days.
Interactive windows are descriptive and one moves through them easily and without difficulties. By simply touching a certain field on the screen, you open the text and visual information about what is of interest to you. Unlike numerous media and methods of informing which endlessly bombard all people with all information, among them many completely unnecessary, with a degree of aggressiveness often growing into forms of ”mental violence”, the interactive window is our modern and unimposing useful companion, it addresses the individual, the person, and serves the person’s needs. The communication develops and lasts as the user wishes. It is fragmentary, mosaic-like, multimedia, diverse, practical. The contents of interactive windows are constantly expanding.

PERFECT DIRECT MARKETING

– By combining the best media experiences with advanced software, Interactive Windows are growing into a promoter of the complete cultural and tourism offer of Serbia, they are becoming a reliable guide in space, they help in choosing places for (for example) good fun, best shopping in the city, a tasty meal, comfortable accommodation, high quality recreation… They always have service and road information, daily updated exchange rates, weather forecast – adds Branislav Dogandžić. – The final list of possibilities and activities does not exist because we are constantly expanding it. We will soon enrich the windows with a new form of interaction. There will be a possibility to access the contents by cell phones, and the users will be able to leave their comments, participate in quizzes, win prizes…
Besides the excellent presentation of the tourism and cultural offer, the interactive window enables implementation of different marketing concepts for promoting all kinds of products and services.
– In terms of genre, the interactive window is a mosaic of information about one topic ”inside the key”. By creating a picture of a thousand words, the window will convincingly present your product or service to the market by merging several media – says Dragana Zavišić, director of the Novi Sad based ”R. S. T.”, in charge of the marketing part of the Interactive Windows. – The direct approach and personalized form are of great importance in postmodern marketing. Studies show that over 60 percent of consumers feel satiated, even endangered by advertisements, so most of them are interested in mechanisms which block or skip ads. The interactive window enables addressing the right person at the right time in the right place with a right message. Therefore it is an almost perfect solution for direct marketing oriented towards an individual, ideal for shopping malls, fairs, open spaces...