Fortress of Culture Šibenik

The Institution

Fortress of Culture Šibenik is a prominent public cultural institution in Croatia that revolutionized cultural management by giving new purpose to historical, abandoned monuments. The institution manages five major venues: St. Michael's Fortress, Barone Fortress, St. John's Fortress, House of Arts Arsen, and the Croatian Coral Center on Zlarin.

My Role

As PR Expert Associate, I was part of a five-member PR team responsible for all communications, brand building, and strategic positioning for the institution and all its venues. I managed newsletters, press releases, web content, blog posts, and social media across Facebook, Instagram, and LinkedIn.

Major Projects & Campaigns

St. Michael's Fortress 10th Concert Season

Led PR strategy and execution for the fortress's milestone 10th summer concert season—one of Croatia's premier cultural destinations.

My responsibilities:

• Developed and executed a comprehensive PR strategy

• Wrote all press releases and media materials

• Managed social media campaign in collaboration with the marketing team

• Coordinated media outreach and influencer engagement

Results:

• St. Michael's Fortress in the national and international spotlight throughout the summer

• TV crews and influencers visiting regularly

• Nearly all concerts sold out

• Extensive media coverage across Croatian and international outlets

• Solidified position as must-visit cultural venue in the Adriatic

Croatian Coral Center on Zlarin Island — Brand Launch

Developed and executed a complete branding and PR campaign for a new cultural center on the island of Zlarin, telling the story of the island's coral harvesting tradition in an innovative, modern way.

Campaign components:

• Complete PR strategy from concept to execution

• Billboards and street posters

• Videos on digital screens

• Comprehensive social media campaign

• Media campaign with press releases and journalist outreach

• Paid advertising strategy

• Workshop and event programming

Results:

• In just one year, the Croatian Coral Center became a recognized cultural destination

• Transformed from a seasonal tourist spot into a year-round social hub for locals

• Successfully hosted workshops, exhibitions, and lectures throughout the entire year

• Positioned as an innovative model for preserving cultural heritage

St. John's Fortress Revitalization

My first major project: wrote the ceremony scenario for the opening of the newly revitalized St. John's Fortress and developed messaging to present its completely new purpose—a modern underground educational campus built within an ancient fortress.

Results:

• Successfully positioned St. John's Fortress as both historical monument and cutting-edge educational space

• Within one year, the campus became a sought-after venue for educational institutions, business seminars, and workshops

• Created a unique identity: "ancient meets modern"

House of Arts Arsen

Promoted this city-center venue as "a home for different types of arts for different audiences," developing campaigns to engage diverse cultural communities.

Strategic Impact

Beyond individual campaigns, my work contributed to positioning Fortress of Culture Šibenik as THE institution that revolutionizes cultural management in Croatia—by giving new purpose to historical, abandoned monuments and making culture accessible and engaging for modern audiences.

The brand we built:

• Everyone in Croatia (and many internationally) knows what Fortress of Culture is and what it does

• St. Michael's Fortress is recognized worldwide as a premier summer concert venue

• The institution is seen as a leader in innovative cultural programming and heritage preservation

• Multiple venues successfully revitalized and thriving year-round