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, and Darko Horvat, President of the Mplus Group Management Board, unveiled the remarkable outcomes of the collaboration 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.

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.” — Iva Hraste Sočo, Director of the Croatian National Theater

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.