OBJECTIVES

  • Off-line presentation of LaLiga brand in Russia.
  • Increase of LaLiga brand awareness and number of loyal fans.
  • Interactive exhibition with football content for fans from Russia and other countries.
  • Press conference and media tour for Russian and international journalists.
  • Brand presence on TV and in sports media.
  • VIP party for LaLiga sponsors and partners.

SOLUTION

  • Creative concept of “LaLiga Space” – football museum where visitors could interact with most of the exhibits.
  • Photo zones: realistic locker room, bullet-time photo, digital “starting 11”.
  • Interactive content: headball challenge, El Clásico in VR, giant digital map with players profiles, interactive tables with quiz and information about LaLiga, PlayStation zone.
  • Exposition of Laliga exhibits: balls, teams T-shirts and LaLiga trophy
  • Venue branding and decoration.
  • CRM database collection.

PR campaign was a big part of LaLiga Space project:

  • Media-breakfast with LaLiga ambassador Diego Forlan and LaLiga ex-player Alexander Mostovoy.
  • Inviting bloggers to take part in media breakfast and announce LaLiga Space opening.
  • Press and post releases, media database mailing and collaboration with journalists during the project.
  • Online announcements on KudaGo.com, Mos-holidays.ru, TimeOut.ru, 2do2go.ru.
  • Media tour for international and Russian journalists.
  • Exclusive interviews with Gaizka Mendieta, Julio Baptista, Fernando Morientes, Christian Karembeu for international and Russian media .
  • Photo / autograph sessions with LaLiga ambassadors and Russian Instagram-blogger Artem Khokholikov.