The Komedija Theatre decorated for the “Christmas Story” project in 2010 in collaboration with Coca-Cola
WHAT
The “Christmas Story” project is a competition amongst Croatian and international brands for the most imaginative and most captivating lighting on the streets, squares and cultural institutions of the city of Zagreb. Select locations in the city will be lit in an innovative, specially designed, creative and new way, which will provide an unforgettable experience for residents and tourists. These decorations will also reduce the impact on the city budget for festive decorations.
WHY
In a time of global and na- tional economic crises, the “Christmas Story” project will contribute to an atmosphere of optimism, particularly in the holiday season, and it will inspire people to foster repressed and forgotten family values, preserve tradition, spend time with friends or stroll around Zrinjevac Park and down Radićeva and Tkalčićeva Street. The Croatian National Tou- rist Board has recognized the value of the project and has declared it one of the six projects which are of a lot of interest for the development of the destination’s image. The “Christmas Story” is an integral part of the Advent in Zagreb project by the Zagreb Tourist Board.
WHO
The EX-ALTO agency manages the destination image development project with the support of the City of Zagreb, the Croatian National Tourist Board and the Zagreb Tourist Board. EX-ALTO successfully carried out a pilot project in 2009 in collaboration with the Komedija Theatre, Jutarnji list, Coca-Cola and HGZ. It was continued in 2010 when the existing partners were joined by Hoteli Baška, the Zagreb Tourist Board and the City of Vukovar which constitutes the humanitarian part of the project.
HOW
The agency determined together with the City of Zagreb the decoration parameters within which the business enterprises will partake in the competition for the most beautiful Christmas street, square or cultural institution. The aim of this project is not to encourage classic commercial advertising on the locations, but to create an unforgettable atmosphere and to decorate the city of Zagreb in a unique manner. It will allow our clients the opportunity to promote their brands in a unique atmosphere.
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