Based on the 100th anniversary of the independence of Finland as a news event:
- Represent Finnish culture, its brightest traditions, introduce Finnish performers to Minsk public
- Engage, as much as possible, Finnish companies operating in Belarus and neighbouring countries in the project
- Organize an extensive PR campaign
BASIC FIGURES AND FACTS
Active preparation period: 2 months
Key staff: 8 persons
Number of partners: 36
Number of performers: over 70
Number of guests: over 7,000
ADVERTISING CAMPAIGN
- The key image is based on the visual language of the #Finland 100 international campaign
- Miscellaneous smileys as the event’s metaphor, when everyone makes part of the main holiday
Budzemblizhey (Let’s Be Closer) message
- On the one hand, people get together to understand and feel the others at the event
- On the other hand, the message is directly linked to the tango – a partner dance, with the partners keeping close to each other
CUSTOMER:
Ministry for Foreign Affairs of Finland, Finnish Embassy Liaison Office in Belarus, Minsk City Executive Committee
INFORMATION CAMPAIGN:
Communication language: Belarusian
Duration: 8 weeks
Festival website: www.finland100.by
Key newsbreaks:
- The Finnish Cuisine Week in Minsk restaurants with a focus on social networks
- Joulupukki’s (Finnish Santa Clause’s) official visit to Belarus
Open headliners’ rehearsal before the festival day in the Galleria Shopping Mall, with a dancing flash mob and the organizers and partners’ briefing
Total number of original publications: 150
14 ACTIVITY SITES:
- Main scene
- Dancing unit
- Sports facilities: the first-in-Belarus open autonomous 10-meter climbing wall, Finnish skittles and floor ball
- Bread festival
- Children’s grounds
- Social projects
- A food court: 12 culinary projects
- Movie shows
- A business site
- An information zone
