Intro
In 2025, the City of Oroslavje set out to create the most ambitious event in its history. What was once a traditional city event was transformed into a five-day festival experience that attracted thousands of visitors and featured some of the biggest names from the regional music scene. The lineup included Dubioza Kolektiv, Haris Džinović, Doris Dragović, Dalmatino, and Krankšvester, ensuring that the Summer Stage became not only a local spectacle but a true festival destination. This marked the third consecutive year that we had the honor of collaborating with the City of Oroslavje on the Summer Stage event. Throughout these years, our partnership has grown, with each new project presenting an opportunity to push boundaries and create something even bigger and more impressive. Our shared vision has always been to transform a traditional city event into the festival that Oroslavje deserves. This year’s edition was the biggest yet, with five days of programming, thousands of visitors, and top names from the regional music scene.
Beyond music, the program included a wide range of activities: a fair of local producers and artisans, a family corner for the youngest visitors, a food court and amusement park, sports tournaments, creative workshops, and even special guest appearances from GNK Dinamo and FNC MMA. The challenge was lying in communicating all of these diverse activities without overwhelming the audience, while still keeping the communication fresh, engaging, and exciting.
Brief
The biggest challenge was balancing the amount and keeping the quality of content. With five full days of concerts, family activities, workshops, and tournaments, it was crucial to create a system that not only generated excitement but also delivered practical and clear information to visitors. We decided to approach the communication just like any major festival: building anticipation in phases, focusing on storytelling, and ensuring that every post or piece of content served a clear purpose.
Highlights
On social media, two giveaways – one for festival merchandise and another for Family Corner tickets – further boosted audience interaction. During the festival itself, the best-performing piece of content turned out to be a spontaneous visitor interview, which achieved a reach of 43,569 unique accounts and received 1,581 likes, proving the value of authentic, real-time storytelling.
Branding
The refreshed branding for 2025 combined the warmth of a local celebration with the boldness of a modern music festival. The visual identity was designed to work across all platforms, from large printed billboards and posters around the city to social media graphics and video assets.
This balance allowed the Summer Stage to feel both rooted in its community and appealing to a much wider audience.
Printed Materials
Social Media
Printed materials played an important role in building visibility around the city and beyond. Posters & flyers, announcing the festival, raffle tickets and promo flyers carried the same unified identity, reinforcing the consistency of the new branding.
The teaser phase introduced the festival with a cinematic trailer, the reveal of the dates, and the first artist announcements. This was followed by the hype phase, where each performer was announced with a dedicated static graphic, but also – more importantly – with personalized video shoutouts recorded by the artists. These videos brought an extra layer of authenticity and significantly boosted reach. The collaboration Reel with Dubioza Kolektiv in particular went viral, becoming the single most impactful piece of content on the @visit.oroslavje profile.
Finally, the informational phase ensured that all visitors had access to the key details. Pinned posts on Instagram displayed the full schedule for all five days, the festival map with all activity zones, and a carousel post that summarized practical information such as parking and visitor tips. This phase balanced the entertainment-driven hype with clear communication, helping attendees navigate the festival with ease.
During the Event
Our team attended the opening day of the Summer Stage to capture on-the-ground content and bring the festival atmosphere directly to social media. This included spontaneous interviews with visitors. Additionally, we cooperated with another agency that was on-site the whole 5 days and sent us content in real-time – from concerts and tournaments, and coverage of side activities such as workshops, to the OPG fair, and the amusement park.
Outcome
By approaching the Oroslavje Summer Stage as a festival brand, we succeeded in balancing both content quantity and quality. The refreshed branding gave the event a recognizable and professional look, while the structured digital strategy created a strong flow of communication before, during, and after the event. The results included record-breaking reach and engagement on the @visit.oroslavje profile, a high level of interaction from both local visitors and broader audiences, and – most importantly – a positive, well-informed visitor experience
Through clear storytelling, authentic on-site content, and a balance between local identity and festival spirit, the event positioned itself as not only the biggest celebration in Oroslavje, but also as a festival with the potential for regional recognition in the years to come.
