NIGHT/PLOVDIV ART FESTIVAL 2015
Services: Media Relations; Event Management
Date: June – September 2015
The Night/ Plovdiv festival has become popular for the first time as “Night of museums and galleries in Plovdiv” in 2005. As other “white nights” around the world, the concept is to meet the audience with artists, art and culture in untypical evening and night hours in galleries, museums, theatres, but also clubs, libraries, outside in the streets or any other unusual city spots. In 2015 The Night marked its 11th consecutive edition introducing its new name Night/ Plovdiv and new logo. The main communication goal was to underline the competitive advantages of the festival content in comparison to its rivals and “win the battle for the free time” of the target audience. The slogan of the campaign was „A Night To Remember”, which was easily transferred into valuable hashtag for social media #nighttoremember.
In the context of this situation, our team identified the following communication challenges:
Attract media sponsors willing to provide promo space (both banners and content) without budget investment.
Structure the numerous events and foundation’s partnership initiatives, which took place during the festival, into meaningful news worthy media materials.
Attract and hold the attention of media and visitors during the less active summer season, between June and mid-September, which was the active period of the PR campaign.
Related PR managed to negotiate unpaid media partnerships with strategic media groups. Together with the media partners we planned a promo campaign with banners and TVC from July through mid-September, and designed content calendar. The first key point from the action plan was to communicate the contest for creative project and construction of an Infopunkt - starting point in the festival’s map. The following milestone was the announcement of the agenda highlights, followed by two news conferences. Within the summer time we organized interviews with the OAF representatives and artists. In the beginning of September, we invited journalists and online influencers to test and review the mobile app for The Night, developed especially for its 11th edition. For the festival days a media trip was organized for journalists and bloggers, who got the chance to experience The Night themselves.
During the whole PR campaign, we actively engaged the audience through social media Facebook and designed a viral Instagram app that visually presented an-easy-to-use agenda for the festival.
The results of the campaign were extremely positive - over 300 media pieces with 90% positive tonality, the rest is with neutral tonality. In Facebook the fan base has been increased with almost 2000 new fans, the content of the page reached 280 072 people. The highest organic post reach is 166 872 likes. The same post was shared by 753 people causing the online media Offnews.bg to use it as a headline for one of its publications about The Night 2015.
OAS has conducted a special research together with Industry Watch for the economic effects of the festival:
For every 1 BGN invested from the donors in the festival, the ROI for the local economy equal 4 BGN;
The total income from the 31 000 visitors at the festival is at the amount of BGN 783 000;
The overall benefits for the municipality of Plovdiv exceed 5-7 times the investments made by the organizer and its partners.