21st Days of Japanese Culture in BulgariaSpecial event / Embassy of Japan in Sofia

21st Days of Japanese Culture in BulgariaSpecial event / Embassy of Japan in Sofia
25,0,0,60,1
600,600,600,2,3000,3500,3000,8000
90,150,0,70,12,30,50,1,70,12,0,50,0,1,1,5000
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Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG
Britos
.Be
BBL
Beefeater
Billa
Cordeel
Deichman
DigitalKidZ
EU Komisiq
EUROSENSOLAB
Еврофутбол
ICF
NAP
YTONG

Case studies

21st Days of Japanese Culture in Bulgaria

Special event / Embassy of Japan in Sofia

Assignment:
The program of the Days span over two months and included eight sub-events dedicated to various cultural and business issues.
Core deliverable: generating media interest and extensive coverage in media aimed to adequately acquaint publics with Japan’s culture and to maintain the good image of the Embassy of Japan in Bulgaria.

Challenges:
• Presentation of a traditional thematic event in a different way
• Refreshing the event’s image, communicating a single message
• Attracting younger and more diverse audiences to the key theme of the event – the culture of Japan
• Generating interest in different sub-events
• Binding the new image of the Days with the arrival of a new ambassador

Agency goals & target publics
Publics:
Direct: media
Indirect: wider public
Goals:
• Keep media interest in all eight sub-events: anticipated result is keener interest in Japanese culture
• Media interest is managed throughout the two-month time span of the Days

Strategic approach
A clear message that Japan symbolizes the contemporary way of preserving traditions announced via:
• Traditional events (a tea ceremony, engraving and ikebana workshops etc.) in tune with the present day and in a way close to the European mind-set
• Launch of an open dialogue – a personal meeting of the ambassador with the media and introducing the cultural attaché
• Dividing in time the two PR occasions: the Days and the introduction of the new ambassador
Generation of a selected database with media and sector journalists – culture, lifestyle, women’s, news & current affairs and business

Message
• The Days are part of the autumn cultural playbill
• The Embassy of Japan is initiator and main organizer by supporting various groups in Bulgaria working to promote Japan-Bulgaria relations

Expected results:
• Acquainting the media with the event in detail by giving it a face – the embassy’s cultural attaché
• Association of every single event with the umbrella – Days of Japanese Culture
• Generating media interest and boosting turnout at sub-events

Implementation
• Announcement release – four weeks ahead of the first event
• A meeting with the media for the presentation of the program by the ambassador and the cultural attaché – three weeks before the first event
• Generating media interest and sending invitations and post-releases with texts and visuals for every sub-event
• Further details and information for articles with extensive coverage of the Days

Results
• Indirect publics: very good turnout at all eight sub-events: from 130 to 350 guests

• Media:
Media turnout at press conference: 25 media including 2 TV stations and 3 radio stations (uncontrolled reports)

• Maintaining interest for two months: continuous communication for the following activities – 1 announcing release | 1 press conference | 8 sub-events – and we achieved a good awareness of the Days’ brand by means of:
Quality of media coverage
o Theme and participants presented in media in the format of news or an interview; extensive articles available
o Media reported on both the event and its organizer, the Embassy of Japan
o Media coverage created an impression of integrity of traditional customs and business solutions

Quantity of coverage
Announcing conference and eight sub-events:
From 15 to 50 items of coverage depending on the theme of the sub-event

Total coverage : 193 (web: 157; press: 23; television: 9; radio: 4)
Video: 17 min. 45 sec.
Audio: 12 min. 57 sec.
Advertising equivalent of PR coverage: EURO 126,348