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Mplus Extends Sponsorship: Powering the Croatian National Theater's Digital Transformation

Zagreb, February 13th, 2024 – The Croatian National Theater (HNK) in Zagreb, in partnership with its main sponsor and collaborator, the Mplus Group, has undergone a remarkable digital transformation, resulting in record-breaking achievements.




A year ago, HNK proudly announced Mplus as its main sponsor, highlighting a joint commitment to upgrading audience engagement through digitalization and direct communication initiatives.


Today, at a press conference held in the foyer of Zagreb's HNK, Iva Hraste Sočo, Director of the Croatian National Theater in Zagreb, and Darko Horvat, President of the Mplus Group Management Board, unveiled the remarkable outcomes of the collaboration thus far and confirmed Mplus's continued sponsorship for the upcoming year.


"We are thrilled to extend our partnership with Mplus into 2024. Together, we've significantly enhanced the viewer experience, substantially increasing subscription revenue," Iva Hraste Sočo stated.


"This year, we're deepening our collaboration even further, with Mplus playing a pivotal role in supporting our Drama, Opera, and Ballet programs through various activations and initiatives."


Financial and technical support


During the collaboration, Mplus provided substantial financial support and spearheaded the digitalization of HNK's subscriber database, streamlining operations and enabling personalized communication with subscribers.


Additionally, Mplus conducted outbound campaigns, including promoting the Zagreb Opera Festival and facilitating subscription sales, effectively extending customer support hours to accommodate audience needs.




Darko Horvat, President of the Mplus Group Management Board, emphasized the significance of the partnership, stating, "HNK in Zagreb is a key institution on the Croatian cultural scene, and we are proud to have become an example of a successful corporate partnership. We support their digital transformation and development of the artistic program, which is extremely well received by the audience."


"We saw the importance of adapting to different generations of the audience, and we worked together on implementing new communication technologies that are optimal for each generation, such as chat for communicating with a younger audience. Also, we followed the world practices of theaters and opera houses in major cities such as London, New York, and Vienna, and we started with the automation of calling subscribers on their birthdays and messages to remind the audience about performances...


"This cooperation is not only business but also emotionally fulfilling because it allows us to be part of an inspiring journey within the cultural community of Zagreb and Croatia, strengthening the feeling of belonging to the culture of all generations," Horvat said.


Two loyal subscribers shared their perspectives on the enhanced experience:


"I've been a Premier subscriber of HNK for years, and I've noticed a significant improvement in communication. Regular updates and personalized reminders demonstrate HNK's dedication to its audience," subscriber Hana Horak said.


"As a lifelong theater enthusiast, I appreciate HNK's efforts to prioritize subscriber needs. Regular notifications and personalized calls make planning my theater visits effortless," Jasna Mesić added.


You can find more information on this sponsorship here (HRT), in Croatian.


About Mplus Group:


Mplus Group (Meritus ulaganja d.d.) is a European leader that successfully integrates the dynamic industries of contact center services, information technology, employment services (HR), and e-Commerce with the aim of solving global challenges in the field of customer support.


Mplus Group is organized into three business verticals. The BPO vertical comprises the umbrella company M Plus Croatia d.o.o. and its subsidiaries. The HR vertical consists of 18 companies that operate as part of the Workplace Group, while the newest e-Commerce business vertical, operating under the brand name Eplus Ventures, consists of companies that operate within a common e-Commerce business model. 


The Mplus Group (Meritus ulaganje d.d.) is owned by pension funds, institutional investors, and private investors. With its innovative business model, Mplus Group accelerated its presence on the market with robust organic growth and an M&A platform based on a buy-and-build strategy. Since 2016, 17 acquisitions have been realized, and a diversified portfolio of clients has been secured, consisting of leading European and global telecoms, financial, technology, energy, and logistics companies, e-Commerce companies, and companies in the consumer goods sector. Thanks to offices and operational centers in 18 countries, the Mplus community of multicultural teams currently has over 14,700 employees. In addition to Croatia, the Group provides its services in 57 markets worldwide.