The slogan of the national campaign for the promotion of the Slovenian economy is "I Feel Slovenia. Green. Creative. Smart.". The campaign will include 19 ambassadors that SPIRIT Slovenia assessed as showing key competitive advantages of the Slovenian economy – green, creative and smart. In its press release, the agency stated that the selected companies and organisations will actively participate in many activities promoting the Slovenian investment and business environment.

The new ambassadors are Akrapovič, Alpina, AquafilSLO, Ekoart hiše, Elan, Equa, Hooray Studios, Ljubljanske mlekarne, Lotrič meroslovje, Luka Koper, Lumar IG, myWater, Nordijski center Planica, Panorganix, Paradajz, Pipistrel, Plastika Skaza, Swarco Lea and SETCCE.

SPIRIT Slovenia explained that the ambassadors have been selected based on a public call published in January 2020. In the autumn, up to 20 more companies selected within the second public call will join them.

Upon the appointment of the new ambassadors, Director of SPIRIT Slovenia Ajda Cuderman highlighted that the agency will conduct a broad digital marketing campaign to place the Slovenian economy on strategic export and investment markets as a trustworthy and reliable business environment.

"We will enhance our campaign messages by presenting the representatives of our green, creative and smart economy and their ground-breaking solutions. We expect the joint promotion to reach a wider audience and further increase the trust in the Slovenian economy," said Ms Cuderman.