JOURNAL SUMMER PARTY
Main category
CROSSOVER
Sub-category
12. Internal Celebration, 13. Pop-Up Event
Watch the event video
Event Description and Key Objectives
Journal.hr is lifestyle portal with main objective to inspire and inform with high quality content for everyone who loves life.
From the very beginning, aim of Journal.hr was to provide the media platform that would differ from other media dominating the market at that time: news media focusing on mainly bad news and click baits, other lifestyle media focused on gossip and celebrities only or small blogs covering different segments of life.
In only few years, due to high quality and unique content and wide range of interesting topics, covering themes not only from fashion and beauty but also from gastronomy to interior design, Journal.hr became leading lifestyle media which popularity outgrew the boundaries of Croatia.
It expanded to Serbia first, and in 2024. it launched in Slovenia, becoming significant media player in lifestyle arena in these countries also.
Journal.hr is not only media portal, it is community with large number of followers on social networks (almost 205 000 on Instagram, more than 170 thousand on Facebook and more then 8 000 on Tik Tok).
It is currently most visited independent lifestyle medium in Croatia, according to Gemius.
Due to dynamic media scene, growth of social media and changes in consumption of media among younger audience, since Journal.hr launched 8 years ago, different marketing strategies and tactics has been conducted in order to build Journal brand.
We did not only want to recruite and maintain loyal readers via great content and advertising, but we wanted to build loyalty beyond reason – we wanted to create community around the brand and turn our partners into brand ambassadors of the brand. It is important to rainforce that before launch of Journal.hr it was hardly possible that owner of local bacery, young artist, talentend illustrator or florist have such an easy access to media exposure. Nor they had been invited to A- listers or VIP media events.
Organisation of events is one of the main brand pillars of Journal.hr and over the years Journal summer party became place to be, not only for brands which support the event but also for influencers, people from different kind of business and anyone who perceives himself or herself as trendsetter.
Journal is a brand that creates trends, it is relevant lifestyle media among opinion leaders with strong business partners and loyal redars – Journal summer event is an important tool for concluding new and maintaining old collaborations with partners and tool which boots social media engegement and recruits new readers.
Always one step ahead, with the desire and courage to bring a novelty to the market with each new move, which will later become the guiding thread in this sector – this is the main objective when creating Journal event concept. Journal.hr strategically prepares its projects with great courage and inventiveness.
As an independent medium which started as bold idea and had to challenge big established media houses in Croatia, doing business for female owned business was very challenging, so organizing such an event is even bigger challenge in terms of creating relevant brand experience for Journal brand, their partners and readers and also give value to partners and sponsor while taking care of budget constraints and high level of production and aestetic.
Main objectives:
- strengthening the brand image and differ from competitors
- continue to build good relationship with key stakeholders - clients, business partners and readers through all digital channels (own social networks, social networks of clients and business partners, social networks of participants, social networks of journalists, public figures)
- strengthening the position of the journal.hr portal as the most popular and most visited independent lifestyle media in Croatia: increase readership on portal, number of followers on social media, engagement and reach
Key challenges
With Journal summer party 2024 we set very high expectations – we wanted event to be held on special venue that would not only represent perfect backdrop for gala dinner not seen before, but that would also show the beauty of the capital of Croatia.
Despite uncertain conditions and fear of cancellation from institutions we asked the permit (to be more specific - city of Zagreb) we managed to secure location 2 weeks prior to event.
Basic information about the event
Name of the organiser
ALERT
Location
Zagreb, Croatia
Event duration
18/06/2024
Client
Journal media doo
VOTING LINK
Event results
Creativity
- top production / excellence in all elements of event despite all obstacles in terms of logistic and very limited working environment in Croatia (for example – we had 3 course gala dinner and built kitchen, luxury toilet camper trailer was brought to location, etc.)
- exclusivity – concert of Parni valjak, one of most famous band connected with Zagreb
- support for young musicians – Toma and Franka
- local/ domestic, entrepreneurship support – Journal always promotes and supports Croatian brands and manufacturers and gives them the opportunity to present themselves; this event was not exeption; at this event through carefully designed menus and superbly decorated tables in the manner of major world art events we gave opportunity to young Croatian brands to present themselves (not just food brands but also Mojati, brand who is craeating souvenirs, for example)
With each Journal event held, the scale shifts and thus high standards are set, which so far no one in Croatia in the category of events of this type follows.
Innovation
Innovation comes from selection of location and above all, aim to create, as lifestyle media, real lifestyle experiences.
Execution
This event was, due to late approval of location, was executed - from concept to execution within less then 2 weeks. Only montage of set up took 4 days since the scenography / more specific, main photo wall was very complex. Also, we had to build the kitchen where the meals for almost 400 people (attendees and stuff) were prepared.
Agency team consisted of 6 people who were responsible for concept development, relations with client, sponsors, partners and execution of event.
Measurable results
Results of the event exceeded all expectations and were massive:
- the reach of Instagram user accounts was more than 471 257
- the number of impression on social networks (Facebook and Instagram) for individual articles a day later was more than 62 786
- the number of views on published stories of the journal.hr portal exceeded over 48 267 views
- the number of followers on the social networks of the portal (Facebook and Instagram) has increased by 50% on TikTok
- TikTok profile gain more then 2 333 315 views,
- positive echo in the whole public - Instagram was “on fire” (22% more impressions – total of 8 million)
- Instagram profile visit increase by 152%
- added value to the content on the portal with extremely attractive content from the event (photos, videos, statements)
- communication echo in the days following the event
Communication
- during the event, Journal published content on its own social networks several times a day, and the attractive scenography and program guaranteed the fantastic photos
- guests and participants published content on their social networks, which led to great visibility of event not only in Croatia on the same day, and continued throughout the week by communicating through articles (reports) on the portal and social networks of Journal.hr
- different content was developed for web site and social media networks – special effort was made in order to grow Tik Tok account of Journal.hr – 2 moderators were hired and they interviewed the guests in front of specially produced photo wall and best interviews were published next 2 days
- after the event, articles are published on the portal with summaries of the evening with video content and attractive photo albums that achieve record readability and number of views
