Introduction
Pauline Matijasevich is the Marketing Communications Manager for 3 Fingal Heritage sites – Malahide Castle and Gardens, Newbridge House and Farm and the Casino Model Railway Museum.
My job is to deliver a strategy that includes brand management, business development, digital transformation and PR tactics to promote the visitor attractions to a domestic and global audience to maximise the potential of the sites and position them as valued world-class cultural heritage destinations. As an Irish person having lived In London and New Zealand for 20 years and with family in Fingal, she is thrilled to be back home and immersed in Irish culture and playing a pivotal role in promoting Irish heritage to domestic and international visitors, fostering a deeper appreciation for Ireland’s unique heritage.
- How does your normal day begin?
My day begins with dragging 2 teenagers out of bed and out the door to school. My third and youngest gets the bus to school and is generally out the door before anyone else. I then feed our gorgeous red setter Bowie and start my lovely walk to Malahide Castle. I feel blessed that I can walk a mere 5 mins to get to the office through the lush parkland demesne. I am very lucky; my place of work is much more of an inspiring environment than your typical office.
- What are your biggest daily challenges? Marketing three heritage sites simultaneously in one generic campaign presents a unique challenge. While each site boasts its own history and charm, and USP’s appeal to a broad audience while maintaining distinct identities for each location can be tricky. Striking a balance between promoting the overall experience of visiting all three sites and highlighting the specific draws of each location is key.
3. What do you love most about your job?
Every day is different. I could be writing a post one minute, giving a FAM trip the next, hosting a press event and handling media inquiries, the next curating events, idea generation to explore new opportunities then brainstorming – between crafting brand messaging, analysing data to understand customer behaviour and overseeing the development of all marketing channels I wear many hats. I wouldn’t change it for the world – It combines everything I love and have trained in; PR, content writing and event planning & promotion plus integrating all the marketing elements to create an approach to connect, reach and ultimately drive business growth.
I can contribute and be creative in telling the castle’s story, the story of Newbridge House and Farm, and the story of the Model Railway Museum through developing engaging content, and designing marketing material.
For example, Newbridge House and Farm might require a campaign focused on local tourism, while Malahide Castle might benefit more from national or international marketing efforts. The Casino is quite a niche, so more work say for argument’s sake may need to be done on the value proposition. I love challenges!
Overall, marketing 3 heritage sites presents both exciting opportunities and challenges. Between leveraging the charm of each location and carefully managing resources it is achievable with strategic foresight. I love creating a compelling and engaging experience for visitors and promoting Dublin’s and specifically Fingal’s rich history.
I feel I’m privileged that I have a sense of purpose and legacy. I am contributing to the preservation of a tangible piece of history for the 3 locations ensuring its legacy is not forgotten and continues to inspire future generations. How cool is that?
4. What do you do to relax?
Mindless voyeurism!!! My guilty pleasure is out, I watch reality TV.
It teaches you more about human nature than many Emmy-winning scripted series will!
I like to unwind with a nice glass of red and dog walks. I love city breaks, food markets and wine pairings and can’t wait for the farm-to-fork demo kitchen launch at Newbridge House and Farm in Sept! I love cycling and have done charity bike rides with friends up the Himalayas – a great active mindfulness practice for me.
5. Favourite staycation destination in Ireland?
I like Dingle, bohemian, artistic, with friendly locals and quirky hardware pubs (where you can buy a pint and some wellies). It’s got history and the Kerry coastline, wowsers (!) with its pounding waves, salty winds, dramatic cliffs and wide racing skies is something to behold.
Galway has my heart!
There’s lots to love about Galway. The sea, the river, the music, the closeness to Connemara and The Burren, the people, the bars, Kylemore Abbey, Quays Pub, the restaurants and the festivals. I also think there’s a lovely sense of community in Galway. The craic is mighty. The West is the best!
6. Favourite holiday destination worldwide?
I love Croatia. My husband is from New Zealand with Croatian heritage thus my surname. Rovinj in Croatia is my favourite destination – they call it the Venice of Croatia. You can also get the boat to Venice from Rovinj in less than 2 hours. Why would you? it is cheaper in Rovinj, classier and away from the maddening crowd!
Rovinj is romantic, and historic, and looks and feels more Italian than Croatian. With twisting city streets, a bustling nucleus, a pretty harbour and some of the best seafood restaurants in Croatia it is just fab!
Often compared to Venice due to the style of its architecture, the old town has a fascinating mix of Gothic Renaissance, Baroque and neoclassical styles. Winding cobbled streets and piazzas I love it. There is a lot to do for the whole family.
I also have to mention Queenstown, New Zealand.
Built on Lake Wakatipu and surrounded by stunning mountain ranges such as The Remarkables, the natural beauty that hits you when you arrive is off the charts.
The beauty of Queenstown is that it has four distinct seasons, offering a unique experience each time you come. Located towards the bottom of NZ’s South Island, Queenstown has long, hot summers and cold winters.
The city is surrounded by jagged mountains, snow-capped during the winter months. Lake Wakatipu is a focal point of this stunning area. It has a great ski resort feel, and amazing eateries and the many tours to Otago vineyards are exquisite.
7, Favourite Business motto?
Think different – Apple.
Dream Big, work hard, make it happen – I don’t know who said but I like drive & big picture thinking.
You cannot solve your problems with the same knowledge you used when you created them. – Albert Einstein.
I subscribe to a mindset of questioning the status quo and seeking out new and better ways of doing things.
I am curious by nature. Driven, in fact, by curiosity and the excitement of change, adventure and the next challenge!
