The paper deals with the integrated marketing communication of the National Folk Dance Ensemble of Croatia LADO, i.e. its special project LADO Electro. LADO Electro is a project founded in 2002 by the then artistic director of the ensemble Ivan Ivančan with business director Josip Guberina. The project is a musical fusion of traditional songs that correlates with the modern and avant-garde sound of electronic music. In 2022, the project marked twenty years of activity which proves that the professional folklore ensemble has managed to expand its activities thus generating a younger audience. LADO Electro, in addition to confirming the exceptional abilities of the ensemble, indicates that similar projects can be positioned on world and domestic stages. This goal-oriented, strategically thought-out integrated marketing communication, not only supports LADO in a broader context, but it also puts LADO Electro on a mission of branding both the ensemble itself, and the identity and beauty of the Republic of Croatia in general. Research conducted in this paper is based on the analysis of integrated marketing communication. Its main scope is determining the possibilities of the LADO Electro project in terms of positioning, branding and attracting a new audience. The research itself used a quantitative and qualitative methodological approach, a survey and in-depth interviews, and the purpose of the conducted research was to generate proposals for further integrated marketing communication activities of the LADO Ensemble, i.e., LADO Electro. The already mentioned research has also proved that traditional art is something that can reach wider audience.