Clients

Services

Организиране на събития

FIFA WORLD CUP™ TROPHY TOUR – MEDIA RELATIONS

SITUATION

For the first time, Bulgaria was among the 51 countries that took part in the fourth edition of The FIFA World Cup™ Trophy Tour by Coca-Cola, ahead of the 2018 FIFA World Cup in Russia.

OBJECTIVES

  • Attract a wide audience to attend the event

  • Ensure the presence of institutional representatives and VIP guests

  • Achieve extensive media coverage of the event

STRATEGY

  • Create enjoyable experiences for the general public and football fans in Sofia

  • Select relevant representatives from governmental institutions and ensure their attendance

  • Develop engaging media content to generate widespread media coverage

TACTICS

  • Six surprise flash mobs in central Sofia as event teasers

  • Communication with over 50 institutional representatives

  • Two events:

    • Welcoming the FIFA World Cup Trophy for media and VIP guests

    • A 4-hour public showcase at the Sofia Event Center for fans and media

  • Media relations: 4 press releases, 2 articles

  • Collaborations with two influencers to promote the event

  • Six advertorials

RESULTS

  • 5,000 people, including football fans, saw the World Cup Trophy live and took photos at the historic event in Sofia Event Center

  • Members of Parliament, government officials, and representatives from Sofia Municipality attended the event

  • Over 35 journalists attended; 11 TV reports were broadcast and 72 articles published

  • Coca-Cola was prominently featured through earned media on Bulgaria’s three major TV channels – BNT, bTV, and Nova – totaling 12 minutes of coverage (8 minutes in prime time)

  • Reached an audience of over 5.15 million