THE PALACE OF SCIENCE
How did we position the Palace of Science as the place where science became a social event?
In the course of 2025, we worked on positioning the Palace of Science as a new meeting point of science, education, culture, and public dialogue in Serbia. Through integrated PR, digital, and creative communication, we contributed to establishing the Palace of Science as one of the most distinguished venues for science promotion in the country and the region very quickly, with more than 100,000 visitors by the end of the year.
Challenge
Our task was to present the Palace of Science not only as a new institution, but as a relevant social, cultural and educational centre, making science available, appealing and close to the general public.
The challenge was multilayered. On one hand, the Palace of Science was a complex venue, combining the research segment with 20 science centres and the segment of science promotion to the general public, via interactive content, exhibits and a planetarium. On the other hand. It was necessary to raise awareness about the significance of science in everyday life and position the Palace as the venue encouraging curiosity, research and understanding of modern topics.
It was required to have a strategic approach to communicate both the program and a broader social value of the institution itself.
Solution
We based the approach on integrated communication combining PR, digital and creative work in a unique and continuous narrative.
Media communication
In the course of the year, we developed a communication strategy based on continuous media presence and a carefully planned theme calendar of content. We distributed 12 press releases, resulting in 239 media reports and ensuring stable continuity of the Palace of Science’s presence in news and specialised media.
In addition to regular distribution of information, we constantly handled relations with journalists, editors and press offices, to ensure that the Palace of Science was presented in a high-quality and relevant manner in public space. We also organised personalised tours for media representatives, providing them with an opportunity to directly experience the space and content and present them authentically to their audience. That approach also contributed to live reports in TV shows, as well as dedicated TV reports and media formats.
Communication was focused on key program activities of the Palace of Science: monthly programs, new exhibitions and content, and opening of new complex segments, including the one dedicated to Extended Reality technologies.
We utilised digital channels for presenting science to the general public and building a community around education, curiosity and experience. Via a consistent narrative on Instagram, Facebook, and LinkedIn, we presented science through events, workshops, interaction with exhibits, and diverse storytelling formats.
Throughout the year, we developed a wide range of content – from educational carousels and reels formats to announcements and live reports from events to visual storytelling on scientific topics and creative work for special events and conferences. We particularly focused on scientific events, public debates and cooperation with relevant institutions and organisations.
Thus, digital channels were not only a means of program promotion, but also an important tool for raising interest in science among the general public.
Results
- + 0+ visitors – in the first several months of operations
- + 0+ visitors – by the end of the first year
- + 0 press releases – consistent PR support and presence in the public
- + 0 media reports – broad presence in relevant media
- + 0+ reach – Facebook and Instagram channels
- + 0+ impressions – strong digital visibility
- + 0+ story posts – high level of daily engagement
- + 0+ feed posts – various formats and types of content
Conclusion
Through continuous and integrated communication throughout the year, we assisted the Palace of Science in building strong presence in the media, digital space and the public in a short period of time. This project demonstrated once again how strategic PR and integrated communication could contribute to the creation of a long-term social value – in this particular case, promotion of science and its presentation to the general community.
When we communicate science as an experience, it is no longer a distant topic, but part of daily social life.