BAPRA BRIGHT AWARDS ENTRY FORM
AGENCY NAME: Active Group Ltd. Bulgaria
CAMPAIGN TITLE: eufonia 2009 – to save the past for the future generations
CATEGORY: Sustainable Development Campaign
CONTACT PERSON: Deliana Pehlivanova
ADDRESS: 19 Yanko Sakazov blvd, Sofia 1504, Bulgaria
MOBILE: + 359 887 00 33 16
E-MAIL: [email protected]
PAYMENT OPTIONS
IMPORTANT: Payment MUST accompany your entry. Please, include notice of payment with your
entry. If you need an invoice, please request it in plenty of time so that payment can be included.
The entry fee for BAPPA members is 190 BGN per entry. The fee for non members is 245 BGN.
Wire transfer details:
BAPRA Bank account:
Bank: DSK Bank
IBAN: BG13STSA93000001434292 BIC: STSABGSF
DEADLINES
Entries should be received by Sunday 4th of April 2010 23:59. We will accept entries uploaded to
www.bapra.bg not later than midnight on the stated above date. Entries will not be accepted after
Sunday 4th of April 2010. Please, upload this form in the section “Upload your entry” on www.bapra.bg
for successful entry submission.
I.
PLEASE, DEFINE THE COMMUNICATION PROBLEM:
This was the first time to organize a pan-European project for the revival and preservation of the craft of
luthierie, a sphere, requiring specific skills and master knowledge with the leadership of a Bulgarian
organisation. The craft of luthierie in Bulgaria is not of wide public interest and about 20 years ago there
has been an international competition organized in Bulgaria for master luthiers, but there were some
organisational problems which created a negative memory for the involvement of Bulgarians as
organizers; the second problem came from the fact that cultural activities and especially luthierie are not
in the core of the public interest especially in times of financial crisis. Furthermore the main accent of
the project eufonia 2009 was the competition to find the makers of the best instruments in both master
and student categories and not a musical event itself. A novelty had to be defined at each round of the
competition and key figures had to be identified to attract the interest of the public.
II.
PLEASE, SHARE YOUR STRATEGIC APPROACH:
The strategic approach of Active Group as an associated media partner included the following measures:

To define the key message which is of importance and would provoke interest in the society.
The key message that has been defined was that crafts and hand made instruments are something
which is already rare in Europe where this craft was born. We need to support now the skills that we
want to give over to our children and their children. The slogan of the project was decided to be
“Together we can preserve the past for the future”.

To create an original and attractive branding image of the project and the competition and to use it
through the whole campaign, which repeats the general message of the project and emphasise on the
idea of beauty and music.
A branding has been designed with a key image a statuette donated by the sculpturer Stavri Kalinov.
His statuette – “Violinist” has been the accent of the brand image.

To prepare a detailed background information for the project and its activities, such as – the idea’s
origin, the members of the two international juries for evaluation of the instruments, the stages of the
competition – one in Sofia and second – final one – in Brussels.
The aim of the PR campaign was to communicate the uniqueness of the project and its main message:
this is the first pan-European competition to find the best makers of four stringed bowed musical
instruments in four categories, to underline that this is the first time to open a separate category for
student luthiers and that the project will have a sustainable continuation – the opening of a teaching craft
centre in Bulgaria to serve the Balkans.
The target audiences were defined as: European master luthiers, student luthiers, associations of luthiers,
luthier schools, schools of music, musicians, and dealers of musical instruments.
The results expected were to have a wide knowledge for the eufonia 2009 competition in Bulgaria and
abroad and to attract as many participants as possible.
The preliminary studies made were to identify: the existing centres of luthierie in all the EU member
states and in the associate countries, to identify and establish contacts with media, which have interests
in the sphere of music and crafts.
III.
PLEASE TELL US ABOUT THE IMPLEMENTATION OF THE PROJECT:
The implementation of the campaign took place before the project started itself and it had three peaks:
the opening of the project and its promotion, the announcement of the first round of the competition in
Sofia and the accompanying public event and the third stage – the evaluation of the instruments in
Brussels together with the award ceremony and a concert at the Conservatoire royal de Brussels.
The first massive campaign was in the National arts gallery in Sofia. It was a concert to announce the
start of the eufonia 2009 project. The event welcomed over 200 people from the music world, the
business and the media. Key pillars of the event were the live demonstration of the craft of luthierie by
representatives of the Regional association of master luthier from Kazanluk. The two stages in the main
hall of the gallery were branded in the branding image of the project. The event was covered by local
and national press, radio and TV.
The second key event was the organizing of the first round of the eufonia competition in Sofia and the
concert at the National Music School to put the beginning of the evaluation process of the instruments
by the members of the Jury. The concert has been attended by more than 300 people. A number of press
releases have been prepared and distributed. Many TV interviews were given by the project leader, by
the acting mayor of Sofia, by distinguished members of the Sofia Jury. A short reportage was taken from
student luthiers. At the end of the Sofia round a press conference was organised to present the results of
the evaluation. This event triggered the interest of the media to the participants who were selected for
the second round of the competition to be held in Brussels on the 2nd of December 2009.
The event in Brussels was the most requiring in terms of PR organization. 800 paper invitations were
sent to officials from the European Commission and to different players in the field of culture and
music. The event was considered as very successful by the public and the visitors, more that 400 people
came in the Conservatoire royale the Bruxelles. Announcements were made in the La Libre Belgique,
The Bulletin of Brussels and Le soir.
IV.
PLEASE STATE THE EFFICIENCY AND YOUR ACHIEVEMENTS:
Teams from the agency was targeted to work especially on that project and in times of intensive events
all the members of the team were involved. The targeted media were active and after the side events.
The main result achieved: there were more than 150 publications about eufonia 2009 in Bulgaria and
abroad. 300 individual luthiers were contacted and more than 20 associations and luthier schools in
Europe were informed about the competition. The final result which best shows the achievements of the
PR campaign were the number and the variety of the origin of participants: A total 83 applications for
the competition were received from 10 European countries. eufonia 2009 project is already well known
in the musical sphere, the events organized in Sofia and in Brussels welcomed more than 3000 visitors.