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AURUBIS BULGARIA: 65 YEARS OF INNOVATION, SUSTAINABILITY, AND COMMITMENT TO THE REGION

SITUATION

Aurubis, a global leader in copper production, is one of Bulgaria’s largest companies and a major employer. In 2023, its Srednogorie plant celebrated 65 years of operation, reaffirming Aurubis commitment as a responsible investor, key economic contributor, and driver of local community development.

The anniversary was marked by a series of tailored initiatives that brought together employees, local communities, business partners, and government officials to celebrate Aurubis’ positive impact and future vision.

GOALS

  • Showcase the significant contribution of Aurubis to both the national and regional economy, emphasizing its innovation, sustainability efforts, and industry best practices.
  • Communicate the company’s commitment to environmental responsibility and technological advancements, reinforcing its role in shaping the future of the metals industry.

STRATEGY

  • Focus the communication on the achievements of Aurubis on the Bulgarian market and its role in the future transformation processes in the economy
  • Implementing different formats of communication activities and apply multichannel approach for reaching the diverse pool of target groups
  • Develop tailored key messages that take in consideration the interests of different stakeholders
  • Craft compelling newsworthy content to attract media attention

TACTICS

Through the joint efforts of the communication teams of Aurubis Bulgaria and AMI Communications.

Visual identity and content

  • Specially designed logo about the 65th anniversary
  • VR film about the plant and its future development
  • Custom-tailored KMs
  • Copper cathode souvenirs produced by the Bulgarian National Mint

Government and sector communication

  • High-profile half-day conference and evening cocktail with the participation of the Prime Minister and ministers of economy and industry and environment and water in partnership with the Bulgarian Association of Metallurgy Industry (BAMI) amalgamating 65th anniversary and 60th anniversary of the Metallurgy Day.
  • Hosting participants of the 16th International Flash Smelting Congress (IFSC) – organize plant tour, meeting with Aurubis Bulgaria management

Communication to partners and business representatives

Participation in 8 third party conference

  • Present Aurubis key messages in key note speeches, presentations and panel discussion
  • Stand and VR glasses offering opportunity to watch the VR film

Traditional and social media activities:

  • 14 press releases
  • 16 exclusive articles
  • 7 interviews of the CEO and other management representatives
  • 63 posts on Aurubis Bulgaria Facebook page and posts in social channels of partners

Communication to the communities

Use community events to communicate key messages in regard to the 65th anniversary

  • Bicycle Tour from Sofia to Srednogorie – competition in partnership with sports NGO, opened for external public. Participated +150 Aurubis employees and local residents out of 350 total participants in the tour. Open air party at the final spot in Zlatitsa town with food and drinks.
  • Volleyball event with the Pirdop team of girls and prominent Bulgarian national team volleyball players. Special Q&A session with the national team volleyball players and entrtainment part.
  • Dushantsi happening – sport fishing and landscape gardening with the participation of employees and local residents.

Internal communication

  • Family Day “65 years later” – gathering 1300+ employees and their family members in open air. Evening event with foods and drinks, entertainment program and drone show.
  • Photo exhibition about plant history and modern development shown at Family Day and hosted after that in the plant’s administrative building.
  • Thematic Christmas party “65 copper years” – elegant evening event with the participation of Aurubis employees, stakeholders and partners, held in one of the hottest night clubs downtown Sofia

RESULTS

  • Main key messages reached diverse audiences
  • Participation of the Prime Minister and two ministers with key note speeches on the occasion of 65th anniversary of the Aurubis plant. The Prime Minister and the Minister of Economy and Industry communicated the event in their social media channels.
  • Congratulations addresses form 32 business and branch organizations and municipalities
  • 283 publications of press releases and 1,1 mln daily reach
  • 112,300 reach of the exclusive articles and interviews
  • 2935 reactions – likes, comments, shares to the social media posts
  • 1500+ guests attended the 3rd party conferences with Aurubis participation and close to 400 participants watched the VR film

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