Castle
Cultural Heritage on Social Media
The digital presence of brands is a necessity today, and cultural institutions are aware of this, having to combine their historical roles with modern approaches. One of the most recognizable Slovenian cultural monuments faced the challenge of maintaining its reputation on social media without appearing artificial or rigid. We designed a communication strategy aimed at attracting a younger audience while maintaining respect for cultural heritage through authentic and dynamic content reflecting the current happenings at the castle. We relied on a study that examines the potential of marketing communication as a sustainable tool in the context of castle museums.
| Client |
ZK Bled
|
| Service |
Digital advertising
Creative and design
Media buying
Photo and video production
Social media
Communication strategy
|
| Team |
Diana Gajić
Amelija Umek
Anja Grabar
Žan Mlinarič
Darja Štukelj Rus
|
| Year | 2024 |
The Trend is Video Content
Instead of traditional photos, we focus on using video content, which is more appealing to younger generations and allows for a more relaxed and interactive presentation of the castle. The videos capture various activities and events happening at the castle, bridging the rich history with modern times. Thus, the content is not artificially created but naturally linked to the life and happenings at the castle, adding authenticity and relevance to the communication.
Multichannel Strategy
The project leverages a multichannel strategy that connects different social platforms for a broader reach and better content integration. Videos created for TikTok are also used on Instagram and Facebook, which not only maximizes content visibility but also encourages followers to transition between platforms. This integrated approach allows the content to complement each other and enhance awareness of the castle as a dynamic and relevant place for different generations.
Results
The management of social media for Bled Castle has brought noticeable results. The profile reach has increased by 10% in recent months, reflecting greater engagement and increased awareness. Additionally, the follower community has grown by 8%, indicating successful acquisition of new followers and strengthening the connection with existing users.
