Cash, Mobile payments, or Card – That is the Question?
Cash, Mobile payments, or Card – That is the Question?
Visa, together with its partners from the banking sector, launched the Digital Croatia programme to encourage small and medium-sized enterprises to adopt digital payments. The goal was to foster greater financial inclusion, enable simpler business operations, and establish contactless and online transactions as the new standard across the Croatian economy. The programme offered a six-month free POS device rental and featured a series of educational and promotional initiatives developed by Visa.
Our team was responsible for developing and implementing the media strategy, with the goal of boosting the programme’s visibility among key audiences – primarily small business owners, craftsmen, and the banking sector. The main challenge was to communicate the programme’s simplicity and tangible benefits through the most relevant media channels and voices.
We focused on strategically communicating key messages to the media, as well as lifestyle and local portals that reach smaller entrepreneurs:
- Press release announcing the launch of the programme – highlighting the benefits for entrepreneurs, the simple application process, and the support provided through partner banks.
- Exclusive interviews and statements from Visa representatives for leading media outlets in the business, finance, and technology sectors.
- Story pitching to feature real examples of small business digitalisation, providing context and authenticity to the campaign.
- Advisory support – we guided journalists on how to interpret the Digital Croatia guide, helping those who wanted to gain a deeper understanding of the campaign’s background.
Panel Discussion at Oris House of Architecture
As the highlight of our communication activities, we organised a panel discussion that brought together representatives from banks, the media, and industry experts.
The panel opened a dialogue on digital payments, the challenges of adopting new technologies in micro and small enterprises, and the financial sector’s role in driving digital transformation.
Through targeted coverage, interviews, and direct collaboration with journalists, the Digital Croatia programme gained visibility across all major national and sectoral media outlets.
We successfully reached key audiences through business, ICT, and local channels.
The panel held at Oris further strengthened the initiative’s credibility and opened the door for broader collaboration with the banking sector, as well as other stakeholders – including the Croatian Chamber of Commerce (HGK), AmCham, and government institutions.
Our role was to connect Visa’s key messages with the right journalists, topics, and channels, ensuring that the Digital Croatia programme achieved long-term communication reach and reputational impact among Croatian businesses.