Background: Bulgaria Mall opened in 2011. The open space interior design and the glass rooftop are the competitive factors that differentiate the mall among others.
Challenge: Our mission was to present the mall as a bright and spacious environment, ideal for shopping and entertainment. We had to communicate the opening and implement an event campaign, including a grand opening for the public, and a VIP special event.
Approach: We developed a communication strategy involving outdoor, print, digital and radio advertising channels. Our strategy consisted of a teaser and answer two-wave campaign, communicated more than a month prior to the opening, through all selected media channels.
Results: Bulgaria Mall was visited by more than 60 000 people during the opening weekend. The opening VIP ceremony was attended by the President of Bulgaria, among other special guests. The news of the new shopping center in Sofia was covered by most media outlets, and was a trending topic online.
HAVAS PR was awarded third place award at BAPRA Bright Awards 2013.