Great international recognition for the Museums of Hrvatsko Zagorje at the PR Roman Forum in Rome

At the international conference PR Roman Forum – Green Communications, Green Responsibility ESG, Sustainable Heritage, held in Rome (Italy) on 27 and 28 January 2026, the Museums of Hrvatsko Zagorje achieved exceptional success by winning the prestigious PRO PR Globe World's Best of the Best – Museum Communication Achievement Award, which was accepted by Director Jurica Sabol.

The award was given for the communication campaign Visit, explore, experience, which marked a turning point in the way the Museums of Hrvatsko Zagorje communicate with the public. The campaign was designed and led by Sven Šams, Head of Marketing and Public Relations at MHZ.

A modern, dynamic and digitally oriented communication model was introduced, with an emphasis on social networks, attractive video content, high-quality photos and interesting articles, which brought the Museums closer to new generations of visitors. The campaign successfully combined cultural heritage with visually attractive and accessible content, creating a strong identity for the Museums of Hrvatsko Zagorje in the public space.

The new approach not only increased the visibility of the Museums, but also successfully adapted to the new standards of museum marketing in the world, which has now been recognized by the international professional public.

PR Roman Forum gathers experts in communication, media and sustainability with the aim of exchanging knowledge about green communication, social responsibility (ESG) and sustainable development of cultural heritage. The conference emphasizes the role of the media in raising awareness and connecting heritage and future innovations.
As part of the conference, director Sabol held a lecture entitled: Strategic Approaches to the Preservation and Development of Sustainable Cultural Heritage in the Museums of the Croatian Zagorje, in which he presented strategic approaches to the preservation and development of sustainable cultural heritage through contemporary museum practices of the Museums of Hrvatsko Zagorje.

International recognition for communication in culture

The PRO PR Globe World's Best of the Best – Museum Communication Achievement Award is awarded to projects and institutions that have excelled in communication excellence in the field of art and culture on a global level. The award emphasizes the importance of high-quality transmission of cultural values, creativity and connection with the audience through modern communication channels. World's Best of the Best is a global awards program in which 76 judges analyze projects, and special teams of individuals analyze communication processes through various parameters.

In addition to the Museums of Hrvatsko Zagorje, the British Museum (London), Museo del Prado (Madrid) and the Grand Egyptian Museum (Cairo) won this prestigious award, which confirmed the work of Zagorje museums at the international level.

The award confirms that the Museums of Hrvatsko Zagorje are not only guardians of heritage, but also leaders in communication and cultural management, positioning themselves among the most successful national heritage institutions.