Background: MTV Presents VARNA BEACH is an outdoor live music spectacular which took place for the first time on July 15th at Varna City Beach. The event was а major international production of MTV in Bulgaria and featured a strong line-up of international artists – BEBE REXHA, STEVE AOKI, TINIE TEMPAH, R3WIRE & VARSKI, GORGON CITY, JONAS BLUE, as well as Bulgarian – Pavell & Venci Venc’, Kristian Kostov, DARA and Poli Genova. The stage was over 80 meters long and is the largest one ever built in Bulgaria.
Challenge: Havas PR was chosen to be part of the team organizing this enormous music event, the first of its kind in Bulgaria! The main challenge was to promote a festival from this scale which is going to take place for the very first time in Bulgaria.
Approach: We coordinated all communication activities, including media partnerships, advertising campaign and public affairs. Thanks to Havas good connections with media, we succeeded in creating a buzz and provoking the public interest.
Results: Nearly 30 000 people came to Varna beach to be part of the event. We achieved over 32 TV reportages and interviews, 11 radio reportages and interviews, 47 print materials and 526 online publications, as well as numerous social media posts from media and the audience of the event.