PRWeek Awards 2011: Global PR

A Russian wireless internet broadband company created a worldwide buzz with the world's biggest digital arts festival.

Global PR Award winner: Yota ‘Yota Space’ with W Communications
Global PR Award winner: Yota ‘Yota Space’ with W Communications

Yota, which launched in 2009, was a relatively new brand to the technology market. It was keen to increase brand awareness and engage its consumers by reaching beyond its primary markets to a wider international audience. To position itself as a major player, it needed a creative project that would take it out of its comfort zone.

W Communications worked with Yota's marketing team to invest 80 per cent of the brand's marketing budget in Yota Space – the world's biggest digital arts festival. The event would combine an art exhibition, music festival and interactive theatre.

 

A cutting-edge campaign that blurred the lines between the virtual and the real world while promoting active engagement.

Julia Record, group director of comms, Dorchester Collection

Yota Space was held in a 15,000sqft five-floor disused space in a central St Petersburg shopping mall, and hosted 23 international interactive artists and 26 installations.

The two-week-long festival kicked off with a projection mapping show and international journalists were invited to the event, to ensure exposure in the broadcast media and in the national and international creative, art and music press. Further media outreach included radio and online exposure, and a TV show was commissioned and syndicated globally.

The festival was mentioned in more than 500 pieces of international coverage. Pieces appeared in The Financial Times, Monocle, Wallpaper, Wired and Creative Review.

More than 20,300 people visited Yota Space and international coverage drove 541,852 views on its YouTube channel. About 190,000 watched a live stream of the first night. Yota Space attracted 87,000 fans and followers on its social networking platforms.

Yota achieved the brand recognition it wanted, and 99 per cent of post-event feedback was positive. The festival was well received by art and cultural critics, with the FT ranking it alongside Miami's Art Basel.

Yota's bold move to invest a significant proportion of its marketing budget to give it international recognition positioned it as one of the major players in the technology market.

The Awards 2011 book will be available in this week's issue of PRWeek

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

WPP sees PR revenue recovery thwarted by strong pound

WPP sees PR revenue recovery thwarted by strong pound

Burson-Marsteller parent company WPP has reported a 4.1 per cent drop in PR and public affairs revenue despite organic growth continuing across the regions in the final quarter of 2013.

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management has defended its reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

New England launches comms hunt to attract UK tourists

New England launches comms hunt to attract UK tourists

The tourist board for the New England region in the US is on the lookout for communications support as it tries to lure more British visitors.