HelloMonaco founder, Olga Taran, is happy to share how her personal blog got transformed into influential media, popular well beyond the Principality, the importance of mutual support in times of trouble and how her zodiac sign is a token of success.
What is the HelloMonaco media group today?
Initially, it was a website launched in 2016. It was designed initially as a blog for Monaco residents who, just like me, were foreigners in the Principality. Myself, I came from the USA. It must be said that life in America and Europe is totally different: different languages, contrasting educational and medical systems, diverse cultures and traditions. This is an important thing to understand if you want to blend into a new community. I started with sharing my personal experiences.
The website soon got a news and event agenda section, turning it into a proper information platform dedicated to life in Monaco.
Eventually, in 2017, the very first edition of HelloMonaco was published. While working on the website, it became obvious that the history of Monaco, with its traditions and, of course, the 700-year-old Grimaldi rule, deserved special attention. The magazine thus turned out perfect for more thorough and detailed narration. We then started publishing exclusive interviews with famous Monaco residents, Formula 1™ pilots, tennis celebrities and the princely family members.
Then came social networks, unavoidable in this day and age! This important tool is taking us way beyond Monaco, attracting a new audience. Well aware of this media’s potential, we are busy developing our Instagram and Facebook accounts.
Event management is yet another one of our priorities. Recently, based on requests from our partners and advertisers, we decided to make our events regular. This is an excellent way to introduce business partners to their potential clients, helping them grow, creating a platform for informal communication and networking.
Nowadays, HelloMonaco is not just media, but a full-fledged communication platform bringing together people, ideas and opportunities in the very heart of the Principality.
How did you come up with the idea of starting this particular business?
My professional life has always had a connection with media and marketing. A qualified journalist, in the past I worked for a number of newspapers and hosted my own TV show. Eventually, I got a second diploma in marketing to become a commercial and advertising director in a financial company.
Moving to Monaco was a new stage. Willing to use my experience in journalism and marketing, I was also eager to learn more about my new place of residence. Sharing things that were of interest to me turned helpful to others in adapting to this unique country. That’s how the media project came about, sharing information about life in Monaco, its culture and traditions. Ensuring communication and sharing among the Principality’s residents and guests was also among its missions.
Your brand’s recognition is largely due to a promptly chosen name. How did you come up with “HelloMonaco” that needs no translation and is so easy to remember?
“HelloMonaco” came up naturally and easily, these two simple words expressing my desire to get to know Monaco better. “Hello” is as international as it gets and understood in all languages, conveying good vibes and friendliness. It is the first thing we say when meeting or seeing someone, creating a positive vibe and encouraging a conversation. This is exactly what my project is about.
What is your media group’s mission?
“HelloMonaco” is all about showing how versatile and unique the Principality of Monaco is, going beyond the stereotypes of casinos, the Grand Prix™, a tax-free haven and Grace Kelly. It is about telling the amazing story of the Principality, defending its independence and identity for many centuries, resisting the influence of Italy, France and Spain. The residents of Monaco are just as unique. 139 nationalities are happily sharing its two square kilometre territory. This peaceful coexistence is a valuable demonstration of harmony in the modern world.
What is HelloMonaco’s place in the Monaco media market? What are your competitive advantages?
HelloMonaco plays a significant role offering its readers a diverse and in-depth coverage of life in the Principality. It thus stands out due to:
– Its versatile content. We are covering a wide range of topics—from history and culture to gastronomy and kids entertainment with each reader choosing what’s relevant.
– Daily news. We promptly cover events happening in Monaco and beyond, letting our audience stay on top of the latest news.
– Multiple languages. Our content is available in different languages, expanding our audience and giving up-to-date information to Monaco’s multinational community.
– Active social networks. We are constantly interacting with our readers through Instagram and Facebook. Finding common ground, we promptly respond to their interests and needs.
Thanks to all this, Hello Monaco is ensuring comprehensive and relevant coverage of the Principality’s agenda. Answering the needs of a wide audience, we are boosting our influence in the Monaco media market.
What are your statistics as to the international audience?
Our readers go well beyond Monaco. Our Instagram account has around 224,000 followers, significantly exceeding the population of Monaco with some 39,000 people. The majority of our readers and followers outside Monaco are accounted for by France (20 %), Italy (15 %), the United States (11 %), Brazil (4 %) and the United Kingdom (8 %).
Why in the 21st century are we still fascinated by glossy magazines?
Despite digitalization, magazines continue to draw our attention creating a unique experience which digital media cannot provide. High-quality printing, professional photography and aesthetic design make such publications highly attractive.
Research shows that a significant percent of readers turn to glossy magazines for stress relief and escape from daily troubles.
You are getting increasingly involved in event organization. Last year, your team had a massive celebration of the HelloMonaco 20th edition on board a yacht during the Grand Prix™…
Every year I am getting more and more involved in organizing events, which I have always enjoyed. Back when I worked in a large financial company with some 700 employees, I was holding corporate events, off-site training and seminars. I am fond of precision and punctuality when everything is planned down to the smallest detail and every team member knows his mission. This is perhaps down to my character or my zodiac sign. I am Virgo by horoscope, and Virgos are known to be perfectionists! It helps me create a productive working atmosphere, not to waste time and achieve an optimal result.
I have perfected this skill with over 20 photo shoots organized with leading jewellery brands. Holding a photo shoot is very similar to filming a movie. You need to think through the script, the visuals, have thorough planning for the photographers, lighting technicians, models and stylists. Good time management and team coordination are key to its success.
Which HM project are you particularly proud of?
The pandemic drastically changed our lives, with people being restrained within their homes. Used to an active lifestyle, Monaco residents found it particular challenging. The atmosphere of uncertainty and restrictions took its toll on us, highlighting the importance of mutual support.
That’s how the inspiring #stopcorona campaign came about. We invited famous Monaco residents to share their thoughts on how they were coping and tips on how not to lose heart. Athletes, artists and public figures were involved, inspiring and boosting our morale by their own example.
#stopcorona was more than just a project. Bringing celebrities and other Principality residents together, it was creating a community spirit of warmth where everyone could find words of support. We thus had lots of people thanking us for helping them cope and feeling part of something bigger.
This project was special since it demonstrated the power of unity even in the most difficult of times. We are proud to have contributed to the well-being of our fellow residents, creating a space of hope and inspiration.
The number of your Instagram followers has increasingly grown and exceeds 220.000. Maybe this is just due to Monaco being the most Instagrammable place on Earth by default?
Monaco is, of course, one of the most scenic and photogenic places by far. It is known for its stunning views, legendary events, luxury yachts, architecture and a unique atmosphere that seems to be specially destined for social networks. But our Instagram success isn’t just due to this amazing location.
A TV-presenter in the past, I love and know just how to produce the right content. This has become an important part of our social media strategy. We have 4 people looking after our social networks. When covering events, journalists invariably provide content for our Instagram and recently launched TikTok.
Our social networks stand out for not posting just beautiful pictures, but providing a live “here and now”. We promptly cover events immersing our readers in the Principality’s life, sharing the most exclusive moments. This requires the coordinated work of an entire team. Just so you know, if something important happens in Monaco, we’d be the first ones to know and cover it for you.
To what extent is your daughter Katya involved in the business? What was her contribution and does she have any personal projects related to the media group?
Katya is the eldest of my three children, the other two are teenagers. Two years ago, our family had to face a tragedy with my husband of 30 years passing away. At that moment, I needed all the help and support I could get. Katya responded by taking on some of the HelloMonaco commitments. I am infinitely grateful to her for that. I don’t know how I would have coped with the grief and challenges that befell our family with the loss of a beloved husband and father.
Katya now occupies an important role in our media group development. Managing the Instagram account, she is also involved in promoting a very promising project, HelloMonaco Events.
We have thus created a business synergy combining all the family talents, interests and advantages. We have perfect mutual understanding and speak the same language. At the same time, Katya represents a new generation, with a more profound knowledge of how social networks work, with their constantly changing algorithms and trends. Thanks to her perspective, HelloMonaco is expanding its interest to a wider and more diverse audience.
What are your plans for the future? Tell us more about your new ideas.
We are very enthusiastic about our event management activity, particularly networking and business partnerships. During the Monaco Grand Prix™ in May, we are planning an exclusive event with Tom Claeren on board a 60-metre mega-yacht moored right next to the race track. Over the previous years, our events have gone viral. Vintage Ferrari and exclusive Bugatti supercars were displayed on board a luxury yacht, becoming a true social media sensation. This year, we are going even bigger thanks to our partner, the Libertex financial company.
During the three days, our guests will be enjoying an unforgettable experience on board: a gourmet chef dinner, meeting famous pilots, celebrities and artists, enjoying art performances and a unique contemporary art exhibition. And last but not least, we are throwing a vibrant party featuring a world-famous DJ in the heart of the race track.
Our ambition is creating a unique atmosphere of luxury, art and speed. Our guests and partners will have an unforgettable time during the most prestigious motorsport event.
Why are you grateful to your business?
Being a professional journalist and editor, I have lots of amazing opportunities. By meeting interesting people and expanding my horizons, my life is enriched with new experiences. Every interview, every meeting is a chance to learn something new, to see the world from a different angle.
Journalism invites and demands constant self-development and learning. In an effort to bring relevant and reliable information, I inevitably delve into various topics, mastering new skills and technologies. This continuous progress prevents me from standing still, inspiring personal and professional growth.
In addition, my work brings joy and fills my life with additional meaning. In a world where glamour and constant leisure may overshadow true values, journalism helps keep in touch with reality, focusing on the most important and sharing it with others. This feeling of being part of something bigger is giving me strength and motivation to move on.
