In the night between the 16th and 17th of July, 1918, in the basement of a private home in Ekaterinburg, the Bolsheviks shoot Russia’s last tsar, Nicholas II, and his entire family. The murder of the Romanovs becomes the point of no return not only for Russia, but for the entire world.

The murder of the tsar is one of the sad identifying factors of the city, and therefore ZNAK.COM as a Yekaterinburg based media must be the source of information on the matter, not the aggregator. That is important for both TA segments –readers and journalist community.

To attract readers, we have created a bright entry point to the topic, and for journalists - the informational source and the ground for discussion.

To achieve our communication goal we have divided communication into 2 streams:

Informing. Audience doesn’t entirely know facts about the tragic event. Thus, we aimed to create a powerful stream of Information About the event (a series of materials, publications, photos and videos).

Involvement. Other part of the audience is not involved in the story. Thus, we initiated work on social networks (Facebook, Instagram, Vkontakte), distribution of Information through locals. Active commentary from eyewitnesses and employees of ZNAK.com

Imagine - you’re going about your day, and you come across “The Point of No Return.” On one side of you are the victims, and on the other, the executioners. It’s an exact shot. And you’re a random witness directly in the line of fire.

The installation was put up in the night between the 16th and 17th of July, on the date when the Bolsheviks shot the family of the last Russian emperor 100 years ago. The installation was placed in the only footpath to the site of the murder, where tens of thousands of practicing Orthodox members were making a pilgrimage that day.

Social media posts began to appear early in the morning of July 17th - Yekaterinburg locals hurried to work. A large publication explaining the installation appeared on ZNAK.com and soon became the object of fan-like distribution by federal and regional media.

— Media Outreach Media Index: over 35 million people. The most coverage was provided by the news portals such as Meduza.io, The-Village.ru, Mail.ru, Znak.com, Afisha.ru. Live commentary and announcements from the scene were also covered by TV channel Rain and radio stations Moscow Echo, and Silver Rain.

— Social Media Outreach: More Than 5 million people. The most coverage was provided by the social media accounts of public networks: Lentach, Rain, Bumaga and Afisha.

Materials were liked and shared about 20 000 times, with around 1000 comments on each publication.

Distribution by media type:

— Distribution by federal and regional media: federal - 23%, regional - 77%.

— Online and offline distribution: Internet - 55%, federal print media - 14%, regional print media - 31%

— Distribution by originality of messages: original - 73%, reprints - 27%