Graduate thesis that is being written by this author rests on a fictional project of opening a new pastry shop which would be located in the city of Velika Gorica. This city is chosen for two reasons, one of them being the fact that the author lives in Velika Gorica, and the other that Velika Gorica currently has only two pastry shops, which is considered not enough in relation to the population of Velika Gorica, which is 63.517 according to the 2011 census. This thesis concentrates on social media communication as well as outdoor advertising for which the strategy of guerrilla communication is chosen with simple reason that traditional advertising is much more expensive than guerrilla communication. Because this pastry shop would be new with no revenues at the beginig that would be enough for traditional advertising, guerrilla communication is considered the better option. Strategy, messages, and tactical tool selection is based on primary research which was carried out in the form of an in-depth interview with the director of Tourist Board of Velika Gorica, as well as an online survey questionnaire intended for citizens of Velika Gorica. Furthermore, the goal of this thesis is to create a valid communication plan that could be of use in the possible opening of the pastry shop in the future.