PROPR Conference 2012

10th Anniversary Public Relations Conference South East Europe 21th - 24th March 2012.

Maribor, Slovenia

10 years of partnership:

With support of:

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Danijel KOLETIĆ President of Organizing Board

Dear participants, speakers and sponsors, Welcome to tenth anniversary of PRO.PR Conference.

For past ten years, Apriori Communications with its partners is connecting communication management professionals of the region.

When we have started this PR story diplomatic relations between neighboring countries were limited. It was a risk and a challenge.

We tried to present regional experts, giving them a chance to give their first professional lecture on PRO.PR. As the level of knowledge rises, PRO.PR is changing.

I am using this opportunity to express gratitude to IPRA which recognised our effort and goals.

Vision of PRO.PR is not to focus on quantity of participants, but to enable our delegates to have a quality of two way communication between delegates, speakers and media representatives.

Thank you for being here with us, thank you for recognizing our vision, our mission and our intention to get to know you, to communicate, to use our knowledge and experiences, to do Networking in motion together. Whatever you think about it, PRO. PR was and will remain a PR event of the year. Event which brings memories, new friendships and new experiences.

PRO.PR will always be, as it was on the beginning, a silent reminder that despite new media and online communication, connecting people is a main goal of every communication.

I sincerely thank you, Danijel Koletić 5

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Suzana ŽILIČ-FIŠER Director of Maribor 2012

LECTURE INTRO:

Biography:

“European Capital of Culture 2012”

Suzana Žilič-Fišer is a graduated journalist and holder of an MSc in Political Science. She completed her postgraduate studies at the Central European University in Budapest and defended her doctoral dissertation and obtained her PhD at the Faculty of Social Science at the University of Ljubljana. She was active as a researcher at the University of Westminster in London. She began her career in journalism at the newspaper Večer. Later on, she continued to work as a journalist for RTV Slovenia in Ljubljana and Maribor.

Maribor 2012 – ECoC is a project that connected Maribor with five partner towns - Murska Sobota, Novo mesto, Ptuj, Slovenj Gradec, and Velenje. The programme includes 406 projects and many more other events and processes from application till realisation. Why to apply for ECOC and what are the challenges of the process?

MARCH, 22nd 09:45-10:30

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At the end of 2001, she was awarded with a Chevening Research Scholarship from the British Council and the British Foreign and Commonwealth Office, so she left for London. She has been involved in the ECOC 2012 project right from the start, first as a member of the temporary ECOC secretariat and later as a member of the Maribor 2012 Institute Council.

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Matjaž ZADRAVEC Director of Tuš Holding

LECTURE INTRO:

Biography:

“Corporate identity of Tuš Holding”

In his career, Matjaž Zadravec gained experience in various leadership positions in Slovenia, the Middle East, Central Europe, Asia, and USA. His work is based on a wide range of experience in business, management, strategic development, and sales in international companies in the commercial and investment sectors. Since fall of 2010, he has been the head of Tuš Holding which, during his management, began implementing the process of focusing on strategic activities and remains among the leading Slovenian companies.

Communication builds an image based on the company’s achievements and its employees as a whole and avoids personalization of the image. To become familiar with the domestic and foreign markets and to implement them into communication, the expectations of business partners and more than one hundred media outlets in these markets is a challenge that Tuš Holding is currently successfully tackling by constantly carrying out the communication function.

MARCH, 22nd 10:30-11:15

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Florence RANSON Senior Adviser PR and Communications of European Banking Federation

LECTURE INTRO:

Biography:

“Pan-European Communications: Steady, Ready...Gone”

Florence Ranson has been in charge of Public Relations and Communications at the European Banking Federation since January 2002. Previously, Florence was a General Secretary of the European Advertising Tripartite, the European umbrella organization representing the advertising business. She was for 7 years before Project Manager for Team Europe, the European Commission’s network of conference speakers throughout Europe.

Today’s communicators have to do more with less, willingly or not.

Actions, campaigns, initiatives, interviews, publications...all have an outreach that goes beyond our national borders. It is a dimension we have to understand, to adopt, to anticipate and to develop. It is reflected in our daily work, as we know that we have to compete with other companies or organisations who will rely on that dimension for their development, and we cannot afford to be running behind the train! We need to be on board, or better to join the event - to be in the engine room!

Florence is also the Managing Vice President of the European Association of Communication Directors and co-Chair of the jury of the European Excellence Awards.

She holds a degree in English and one in International Relations. She has been working in European affairs and communications in Brussels for over 20 years.

MARCH, 22nd 12:00-12:45

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Nađa LUTVIKADIĆ Head of PR Sector in BH Telecom

LECTURE INTRO:

Biography:

“Crisis influence on relationship between media and companies”

Nađa Lutvikadić has started her career in her university days, as a journalist in FTV and in Student`sFM. A year after getting her bachelor degree in Ciminology, she joined Federal Ministry of Transport and Communication, as a Chief of Cabinet. In 2004 she switched to PR while working for the European Youth Peace Summit. Two years later she was responsible for youth issues in Council of Ministers.

In 2005 she joined BH Telecom.

Some of the additional educational experiences are training in event management by Al Jazeera in Doha, Training in cooperative Management in Kuala Lumpur by ITAN Institute, and many others.

The media picture in BiH is divided by ethnicity, entity, and political affiliation, without a tradition of public responsibility. We are often left under the impression that media, especially private media, seem to forget the public interest in a race for money.

Businesses and media, especially in times of economic crisis, need to create a new form of cooperation that rises above the classical commercial framework, the one that is be based on partnership.

Should the relationship between media and business be a “marriage of interest” or should the objective be public interest?

How can the cooperation between companies and media rise above classical framework of advertising?

Is the logic of profit necessarily in clash with media professionalism?

Can the powers of capital and media be combined for a general interest?

MARCH, 22nd 12:45-13:30

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Dušan VIRO Director of Corporate Communications of Zagreb Holding

LECTURE INTRO:

Biography:

“Psychology of the Media and PR Influence od Management”

Dušan Viro has graduated journalism at the Faculty of Political Science and has master’s degree in international relations.

He was assistant to Spokesman, Chief of Minister of Defence for Public Affairs, member of Croatian Parliament, Member of Human Rights Committee and Chief Editor for weekly newspapers „Obrana“ and „Hrvatski vojnik“.

The media are often interested in scandals and sensations primarily related to the possible negative aspects in the activities of every public company. In such an environment to launch „good“ news, you need a lucky combination between knowledge and experience. Except PR knowledge and techniques it is other preferable to know media psychology as well as to have a individual approach to every media and respect journalist.

For effective work of the corporate communication the most important thing is not just to position PR in the company management, but also PR influence on business decisions.

Unfortunately PR influence on important management decisions is not distinctive in Croatia but it should be a common practice.

Dušan Viro lectured at the Military-Diplomatic School

by Ministry of Defence of the Republic of Croatia, published articles in newspapers, weekly newspapers, specialized journals, manuals as well as in military publications. At the beginning of his career he was working for the Royal Norwegian Ministry of Defence, responsible for media and marketing, Ministry of Defence in London, Media Operations Strategy and NATO Partnership for peace. He is a author of a book and currently Director of Corporate Communications in Zagreb Holding.

MARCH, 22nd 15:00-15:45 PRO.PR Conference

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Prof. Don W. STACKS University of Miami

LECTURE INTRO:

Biography:

“Standardization of Public Relations Measurment & Evaluation”

Don W. Stacks, Ph.D., is a Professor of Public Relations and Associate Dean for Faculty Research and Creative Support in the School of Communication at the University of Miami.

The lecture will focus on the standardization of measurements and some of the problems relatedto international public relations measurement of outcomes, as well as about how to optimise and implement measurements into our organization and make them a crucial part of our PR strategy.

He has authored and coauthored seven books on communication topics, including the award winning Primer of Public Relations Research, the National Communication Association’s PRIDE award and was named the Measurement Standard’s “measurement tool” for 2003.

He edited the 2002 and 2007 Dictionary of Public Relations Research and Measurement.

Dr. Stacks has been an active communication consultant for over 30 years. His clients include a variety of organizations, including School Employees Trust, Allstate Insurance, Columbia Energy Group, Energy Automation Services, Broward Public Schools, American Electric Power, and the University of Miami.

MARCH, 22nd 15:45-16:30

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Cathie BURTON Spokesperson of Councile of Europe

LECTURE INTRO:

Biography:

“Managing Europe´s Brand: The Communication Challenges of a Multy Naitonal Organisation”

Cathie Burton came to the Council of Europe back in 1994 on the position of the Press Officer which she held until 2005. From 2005 - 2010 she was responsible for campaigns and events of the Council of Europe, and in that time organized activities in 47 countries.

Communicating European issues is quite a challenge, and Mrs. Burton plans to share some of the insights that have come from my long experience in this area, and ask the question – „Can Europe be sold like beer?“.

She designed manuals for communications strategy for the critical public, the Roma minority, victims of domestic violence, the death penalty, etc. Mrs. Burton has received awards: ITVA Deutschland Awards 2007, Gold; ITVA International 2007, Bronze, World Media Festival 2008, Gold, Achievements in Media Excellence, MCA, 2008 Gold. In the early days of her career, she worked as a journalist freelancer (BBC, Guardian etc.), and later with the help of CIPRA’s issued and the book called “Hitting the Headlines in Europe: a country by country guide to effective media relations.”

She is very inspired by the power of social media and explores how new technologies changes everything... and how it changes nothing!

From mrs. Burton you will find out about adoption in digital age and lifelong learning of PR experts.

MARCH, 23rd 09:30-10:15

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Prof. Mario PLENKOVIĆ University of Maribor

LECTURE INTRO:

Biography:

“New Models of Crisis Communication Management”

President of Croatian Communication Association, Vice President of International Federation of Communication Associations, Scientific Advisor and Full Professor at the University of Zagreb and the University of Maribor; Head of the Department of Communication Science and Head of the Specialized studies Communication Management, Editor in Chief of the scientific journal “Informatologia” and “Media, Culture and Public Relations”, his name is Ph.D. Mario Plenković.

Beside mention titles, he was chosen into a permanent academic position of full university professor and academic advisor in the Social sciences in the field of Information and Communication Sciences, the scientific discipline of Communication Science. He is a founder of many programs of studies in Slovenia and Croatia.

This is only a slight glance in amazing accomplishments of this professor.

The strategic management of crisis communication is seen as a new model of communicative crisis events and new communicative dimension of the “third”, in which a strategic message in dangers and crises is created by man communicator for public relations in the process of structuring and formation of public opinion. Author warns that crisis messages, as a new dimension of “third” must always be encoded in that communication code, which is understandable to the message recipient. The paper explicates five synthetic paradigmatic typical crisis communication management models (linear, functional, corpus, hybrid and modular) in sudden dangers and emergency social events.

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Lisa KOESTL Branch Director of Diesel Deutschland GMBH

LECTURE INTRO:

Biography:

“Challenges of Communication”

In 2001, Lisa Koestl started her career in Diesel as a retail manager, where she worked till 2003 when she took opportunity to become a Marketing Communication Manager. After five year taking care of international sponsoring, PR, marketing, local sponsoring and corporate communication in Diesel Austria Gmbh, she earned her promotion to a branch director for the whole Austrian branch.

Before joining Diesel she had extensive international career in fashion, retail, advertising and PR, working beside Austria in Italy and US. She covered advertising and PR agencies, as well as fashion designer Doris Aindeter.

Mrs. Koestl will guide us through 33 years of successful communication of an international fashion company – DIESEL. She will make comparison of online vs. print, viral vs. out of home, product vs. corporate communication, present new challenges of new channels of communication, international vs. local communication. There are unique ways of communication in a changing economy and Mrs. Koestl will tell you more about the relevant communication mix for a successful business organization - from internal communication to external communication.

MARCH, 23rd 11:30-12:20

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Sabrina POVŠIĆ-ŠTIMEC Head of Public Relations Department of RTV Slovenia

LECTURE INTRO:

Biography:

“Public Service and Challenges of New Communication Opportunities”

Sabrina Povsic-Stimec started her professional career working as journalist and editor at business magazine Gospodarski vestnik in 1995. While working at the most important slovene business magazine covered different business fields as foreign direct investments, real estate market, paper and wood industry, information and mobile technologies and others. After five years as a journalist she started to work for advertising agency. She was working as project manager and Head of Public Relations department. In year 2003 she started to work for media public service Radiotelevizija Slovenija and starts new department for public relations. Goals to be fulfill are broadening every year. Tasks are for years wider as classical public relations activities, they developed and expend in all fields of communication also in the field of marketing.

Sixty percent of TV audience with TV uses at least one more monitor. Public Service is dealing with new challenges of new communication means, which caused a requirement for innovative reception ways, to contain a level of listener and viewer, which prepares and broadcasts public television.

MARCH, 23rd 12:20-12:55

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Alex AIKEN Director of Communications and Strategy Wesminster City Council - London

LECTURE INTRO:

Biography:

“New Public Communications Strategy, Seven Rules for Success”

Alex Aiken is the Director of Communications and Strategy for Westminster City Council. His role includes communication, policy development and research.

The work of the communications team has been widely recognised, winning 20 national awards in the last five years. He is the National Secretary of LG Communications, the body which represents council communications teams.

Before joining Westminster he held senior posts at Conservative Central Office, leading the Party’s Campaigns Unit from 1999-2000 and the Press Office between 1995 and 1999. He has trained politicians and officials in newly democratic states around the world in communications techniques.

Mr Aiken will present seven rules for success in public communication.

In the public sector there are often different rules than in corporate.

Public services often deal with information that are matter of public interest and by it definition.

MARCH, 23rd 14:45-15:45

He lives in Pimlico, London, with his family.

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Aleš LOGAR Area Manager of Jack Daniels

LECTURE INTRO:

Biography:

“Brand Communication – Jack Daniels”

Aleš Logar, born in Ljubljana on January 1969, is in the spirit business for nearly 20 years.

Currently, he is working in Brown Forman as Area Manager.

Preivously, Mr. Logar has worked for Allied Domecq for eight years.

Beside that, he was engaged with Tobačna Ljubljana, as Head of the Marketing department, based in Skopje Macedonia, for 2 years. Brown Forman owns some of the best spirit brands, like Jack Daniels, Finlandia vodka, Southern Comfort and many other. Mr. Logar represents this company for ten years.

He is responsible for Slovenia, Croatia, Bosnia and Herzegovina, Serbia, Montenegro, Kosovo, Macedonia and Albania.

His responsabilities are to oversee general businesses, to provide brand strategies and guidelines to distribution partners as well as implement global brand communication to local markets.

His hobbies are skiing, basketball and golf, as well as interest in new technologies and innovations.

Communication of maybe, the most famous spirit in the world, brings huge responsibility. Jack Daniels is not just a brand, not just a drink, it is a global icon. There isn’t a better person than Mr. Logar who can tell you about its success in the region of Former Yugoslavia. How to communicate something so popular and assure its place in the pubs of the region, as well as and what did he learn in a decade of experience.

MARCH, 23rd 15:45-16:15

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Carlos DIAZ Managing Director of Lector Global

LECTURE INTRO:

Biography:

“Print Media 2.0“

After a successful career working for Global News Group in Argentina reaching the post of head of International Sales, Carlos A. Diaz was invited to work at the Dubai offices of News Group International. Upon his return to Argentina, back in GlobalNews he spearheaded the Business Development Division, called New Technologies. In this division he helped ramify GlobalNews Group’s regional presence and offer of Products in Latin America through a successful two year expansion process, reaching a presence in 17 Latin American countries. In May 2011 he was offered the Direction of one of GlobalNews’ new Business Ventures, LectorGlobal, the first Latin American e-newspaper and e-magazine kiosk, he has been running this spinoff since.

We would dare to say that every newspaper in the world had to face the challenge of digital age, adjust, adopt. On this lecture we will find out how they did it in South America. Carlos Diaz will speak about the current problems the Printed Media is facing in Latin America and in the world as a whole and the trends and models that are being put forward in order to thrive in this New Media Paradigm.

MARCH, 23rd 16:45-17:30

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Darko POPOVIĆ Promotion Department Director of TV Pink

LECTURE INTRO:

Biography:

“Contemporary PR “Wars” among commercial television stations in Balkan”

Mr. Darko Popović was a journalist who wrote the greatest number of articles in one year, because he was working for three highcirculation magazines at the same time. In the year of 2000, he became aware of the allure of working in television and this is when his work as an author began.

Parallel with the journalist’s and producer’s trades and his work as an author, he achieved success in the PR business, representing his own and several other well-known TV production companies from Belgrade. Since 2008 he started to cooperate intensively with the most popular television company in Balkans – TV Pink, as the author of one of the shows with top viewer rating in Serbia, Montenegro and Bosnia and Herzegovina. He soon became a Programme Consultant at Pink Serbia, Pink Montenegro and Pink Bosnia and Herzegovina, and finally, he is recently appointed as a Director of the Promo and PR Branch of the entire Pink Media Group that comprises 5 terrestrial and 15 satellite channels.

Concerning the fact that the Pink Media Group operated in five states in the region, we enounter totally different kinds of environment and therefore we have to apply different PR concepts in each country. How the competition reacts to them and How we manage to outvote them, you are going to find out during this picturesque presentation.

MARCH, 23rd 17:30-18:00

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Edin FOČIĆ Business Development Officer of Al Jazeera Balkans

LECTURE INTRO:

Biography:

“Behind Al Jazeera Balkans?”

Edin Fočić has diploma in Organizational Psychology (Bachelors degree at IIUM Malaysia) and his master’s degree in Business Administration (MBA at University of Delaware). His previous working experience includes Market Researcher at The Leadership Factor (Kuala Lumpur, Malaysia).

After he decided to bring his rich international experience back to Bosnia and Herzegovine, he took a position as Marketing Specialist at UNDP. Mr. Fočić currently works as a Business Development Officer at Al Jazeera Balkans.

He brought additional experience to this profession by accepting opportunities to be lecturer at Sarajevo Graduate School of Business (taught students at Cost Accounting seminars) and speaker and presenter at 2011 Sarajevo Business Forum, as well as co-organizer of several business matchmaking conferences.

As you are surely all aware, recently, new regional television Al Jazeera Balkans has been launched. Al Jazeera Balkans is the first regional news channel bringing the news from the entire region and the world, including business and sport news and documentary program of political, informative, historical and educational character.

The program is produced and aired from the central studio in Sarajevo and supporting studios in Belgrade, Zagreb and Skopje.

In addition, Al Jazeera Balkans has correspondents’ offices in other cities in the Balkans region including Podgorica, Ljubljana, Banja Luka etc.

MARCH, 24th 10:00-10:45

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Prof. Ivan TANTA Vern University

LECTURE INTRO:

Biography:

“Web: Decoration or Necessity in Croatian Companies”

Ph.D. Mr. Ivan Tanta was born in 1961 in Zagrebu where he has, many years later, graduated on Faculty of Political Sciences. From 1985 – 2000, he has worked in the newspapers Večernji list and Vjesnik and on Croatian national television (HTV). After leaving journalism, he was Head of CEO office of the Eurocable Group and their Director of Corporate Communications. Now, he works as a head of specialized studies Business Communication Management on the Vern University and docent on Communication and Media Depertment on University of Dubrovnik. His field of work is modern communication relations.

Mr. Tanta, finished his master study on Faculty of Organization and Informatics in Varaždin and doctor study on the Faculty of Philosophy in Zagreb.

Any company that wants to achieve successful communication with their public, must recognize the necessity of providing the necessary information and ensure its easy to reach. Not all of the companies have the same stakeholders, but almost all have in common next: media, investors, governments and local communities as one of the most important. Any company that wants to have a successful communication with the public should have separate subsides dedicated to each of these public.

The subject of my interest will be analysis of Web pages of four largest Croatian companies. The lecture will be focused on the research weather you adjusted your website to your stakeholders. How Croatian companies communicate with their public trough Web sites?

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Branko PAVLIN Former CEO of Dnevnik

LECTURE INTRO:

Biography:

“Perspectives of the Publishing Market in Slovenia”

Branko Pavlin, former CEO of Slovenian newspapers Dnevnik, has started his career in 1976 , doing internship in company Konus Slovenske Konjce.

After finishing Faculty of business and Economy in Maribor, he stayed in the same company becoming part of management.

During this period he finished his Master in management and organization. In 1985 he decided to leave and turn his career in different direction, taking his first opportunity in Comet Zreče. There changed position as a leader of various departments. During his engagement company got ISO 9001 certificate.

Perspectives of the publishing market in Slovenia. One more lecture about survival of publishing market. This time, focus will be Slovenian market with its newspapers and magazines. If we would compare media market now and ten years ago, new technologies have drastically changed this picture. Like everywhere else, online media have took their part, and how this young EU country is dealing with it, who can tell you better than former CEO of one of the most popular newspapers in Slovenia.

In 1994, after leaving Comet, he accepted position of director in KBM Infond, where afterwards he was promoted in CEO. Not until 2001 he joined Dnevnik Executive Board.

MARCH, 24th 11:45-12:15

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Erik VELASCO FARRERA Director of AVP_arhitekti LTD.

Biography: Erick Velasco Farrera is the executive of AVP_arhitekti, a young architectural practice located in Zagreb, Croatia with both local and international experience and recognition.

Born in 1980 in Aguascalientes, Mexico, Erick graduated at the UAA Architecture Faculty with honors. He was the founding partner of ARQMEDIASTUDIO, an architectural office in Mexico that has won several national awards.

Later on, after working as a Visiting Professor at the UAA architecture faculty, he continued his studies in Europe working in some of the most important offices in Austria and Croatia. In the 2007, he decides to start his own architectural practice.

A couple of years passed after AVP has become one of the most promising office in Croatia, with key national and international projects and selected built work.

MARCH, 24th 12:15-12:45

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10 years of partnership:

With support of:

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OSLOBO\ENJE BH NEZAVISNI DNEVNIK • Sarajevo • www.oslobodjenje.ba

Cijena: 1 KM/6 KN

16. strana

PETAK, 4. 7. 2008.

5. strana

Godina LXV • Broj 22.085

43. strana

4. strana

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Organizing Board of PRO.PR Conference 2012: - Danijel Koletić, President of Organizing Board - Martina Maras, Executive Director of PRO.PR 2012 - Igor Kraišnik - Mihaela Bobinac - Andrea Margitić - Antonio Lagator - Adisa Velić - Amela Smailagić - Konstantin Ikonomov - Ivana Damjanovska - Žarko Simović - Jelena Pavičević - Maja Lončar - Seif Aldin Salameh - Marjeta Kljaić - Lidija Pavlin - Josipa Terzić

SPECIAL THANKS TO INDIVIDUALS: - Helena Koščica - Tatjana Novak - Gorazd Postružnik - Erna Klemenčić - Milan Razdevšek - Darja Slivnjak - Ljiljana Mihajlović Lazić - Tatjana Štelcer

SPECIAL THANKS TO ORGANIZATIONS: - Turist Board of Maribor - Hotel Habakuk - Terme Maribor - Press Clipping - Daniel Print - Brown Forman

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