On October 16, 2024, at the Association of Displaced Croats from Srijem, Bačka, and Banat, IRMO assistant Marko Raič participated in a lecture on Ban Josip Jelačić (1801–1859), marking the 223rd anniversary of Jelačić’s birth. Speakers were the senior curator of the Matija Skurjeni Museum in Zaprešić, academic painter Ante Žaja, and historian Marko Raič. Among other topics, the discussion focused on the legacy of Ban Josip Jelačić and the need for his cultural branding. Such branding could play a vital role in preserving, strengthening, and transmitting this cultural heritage, particularly within Croatian indigenous communities outside the Republic of Croatia. This is especially relevant in Jelačić’s birthplace, Vojvodina, where promoting his image and legacy could reinforce a sense of minority identity, foster dialogue, and enhance mutual understanding.
Cultural professionals are to play a crucial role in the branding of Ban Jelačić by designing competitive cultural content that aligns with contemporary trends, sustainability principles, and historical authenticity. An initial step in this direction was already made with the “Hommage à Jelačić – The Ban Has Returned” exhibition, which opened in 2020 at the Matija Skurjeni Museum, in collaboration with the Croatian State Archives and the Croatian History Museum. A segment of this exhibition, featuring original artifacts and documents of Ban Josip Jelačić, remains on display at the Matija Skurjeni Museum.
