Case study

New Year's Story in the Royal Capital: four winters of communication for Cetinje

Client

Royal Capital Cetinje

Editions

Four, since winter 2022/23

Location

Dvorski trg and Balšića pazar, Cetinje

Services

Identity, content, video, ads, outdoor, website

Cetinje city centre decorated for the New Year's Story, December 2025

For Royal Capital Cetinje, we have run the communication for the New Year's Story since its first edition: from the first logo and print for the stalls to a new identity, a website, TV and radio commercials and animated performer announcements.

Numbers

The fourth edition in numbers

7,132,922

content views on Instagram and Facebook

465,600

users reached on Instagram

94,600

visits to the event's profiles

Two editions

From a new identity to video

In the first two editions, we built recognition around the first logo, the stalls and the ice rink. In the third, the event got a new logo, a 3D render of the event and a website, and in the fourth, the communication moved to video: TV and radio commercials and animated performer announcements.

Third edition billboard with performers and dates

New identity

Third edition, 2024/25

Period

20 December 2024 to 7 January 2025

Logo

Redesign

Website

The event's first website

Announcement

3D render and performer animations

Video

Promo video in 3 versions

Outdoor

3 billboards and 4 totems

Media

Banners for 4 media outlets

Light decorations in Cetinje city centre, December 2025

Video at the forefront

Fourth edition, 2025/26

Period

19 December 2025 to 7 January 2026

Content views

7,132,922

Video

TV and radio commercials

Performers

12 animated overlays

Recap

Video of the previous edition

Outdoor

Billboards at 3 locations and totems

Broadcast

6 TV channels and 4 radio stations

What we did

Visual identity

The first logo, a redesign in the third edition and a system used across all editions.

Knez on the New Year's Story stage, December 2025

Video and animation

TV and radio commercials, a promo video and animated performer overlays.

Website

The event's first website, with the programme, performers and locations.

Post: call for stall applications at Dvorski trg

Post: call for stall applications at Balšića pazar

Social media

Posts, performer announcements and calls for stall applications in every edition.

Fourth edition billboard with performers and dates

Outdoor

Billboards, totems and tarpaulin banners, from the city entrance to Dvorski trg.

See you in the Royal Capital,

where the festive magic begins!

Copywriting

Copy for announcements, TV and radio, from the first to the fourth edition.

New Year's

PR and media

Banners for news sites, video for media outlets and material for TV appearances.

Bazaar stall with New Year decorations, December 2025

Stall names, menus, tarpaulin banners for the ice rink and certificates of appreciation.

7,132,922

content views

465,600

reached on Instagram

Measurement and reporting

A report on views, reach and audience reactions.

“

Working with the Mastermind team on the 'New Year's Story in the Royal Capital' event was exceptional. Their ability to create a unique visual identity and communication strategy contributed to the event's success and gave it more visibility than ever before.

Sanja Pejović, Royal Capital Cetinje

Audience