Contents                                                                                                             

  1. A BRIEF DESCRIPTION OF THE PROJECT …………………………………….
  2. MAIN OBJECTIVE ………………………………………………………………………
  3. SPECIFIC OBJECTIVES .………………………………………………………………
  4. TARGET GROUPS ……………………………………………………………………….
  5. COMMUNICATION ACTIVITIES ……………………………………………………
    • Organization of events ………………………………………………………….
    • Digital activities …………………………………………………………………..
    • Work with media and publications …………………………………………
    • Print advertising …..……………………………………………………………..
    • Outdoor advertising ……………………………………………………………..

 

A BRIEF DESCRIPTION OF THE PROJECT

‘Sofia – European Capital of Sport’ Foundation and Sofia Municipality organize Sofia Urban Zone 2019. From 15-th to 22-th September, representatives of 12 countries will gather together to meet fans of the modern urban disciplines and activities that have gained big popularity among young people during the last few years.

The festival responds to the great interest in new urban sports and follows the Extreme Fest organized by ‘Sofia – the European Capital of Sport’ four times, which has grown into a much larger and more massive forum. Sport competitions, demonstrations and show performances, featuring music, dance and urban culture will make the center of Sofia a colorful sports arena for 8 days. The festival aims to provide an innovatve sports model, that uses affordable sporting infrastructures that do not require expensive equipment.

New urban disciplines are rapidly developing and gaining global popularity. Young people all over the world are captivated by the magic of urban sports, practiced in parks, gardens, yards, streets and playgrounds. Sofia Urban Sport 2019’s strategy is focused on attracting as many people as possible and getting them to try their skills in fun, modern and innovative activities. They will have the opportunity to interact with instructors and professionals, led by the opportunity to experiment with new activities.

MAIN OBJECTIVE

The main objective of this communication plan is to inform the public about the events and the results achieved by the Sofia Urban Zone 2019 project in the most effective, efficient and appropriate way at a local, national and European level. This will happen through the active use of various communication channels and tools, aimed at the relevant target groups.

SPECIFIC OBJECTIVES

  • Promoting the activities and the results of the project and the contribution of each partner at a local, national and European level
  • Attracting public interest and raising public awareness of all the planned events and activities
  • Clarifying the opportunities and the benefits of the program priorities, ensuring transparency in the implementation of the project.
  • Communicating and spreading the idea of urban sports development and youth participation in sporting events

TARGET GROUPS

– Students

– Sports officials

– Competitors and fans of urban sports

– Poor socio-economic groups

– People with low levels of physical activity

– Ethnic minorities

– Media

COMMUNICATION ACTIVITIES

All planned communication activities will be promoted across Europe through ACES Europe’s network and the participant networks. The goal is to maximize the communication effect.

  1. Organization of events

Holding 9 events at the Info Center Sofia – European Capital of Sport, presenting presentations for pre-promotion of the project.

  • Target groups – students and competitors from France; NSA students; participants in the International Climbing Tournament, the 3×3 Basketball Tournament, the Albena Cup Mini-Football Tournament; prize-winners and activists in the BFU Regional Council; students from 4 countries – France, Italy, Denmark and the Netherlands, skateboard professionals and fans; organizers of individual competitions and activities; lovers of folk music
  • Period – April 2019 – September 2019

Promotion of the project through 2 emblematic for the city of Sofia events that gather a wide audience

  • Period and location – July 2019 – August 2019, during the Vitosha Summer Fest on ‘Momina Salza’ Cliff and during the “From the Center of Sofia to Cherni Vrah” speed climb.

Organization of 1 press conference to present the project ideas, goals and priorities to the most popular media and the public

  • Period – August 2019

Holding of an International Conference on “New Urban Sports – Development, Trends and the Future”, organized by “Sofia – European Capital of Sport”

  • Location – Park Hotel Moskva
  • 12 presentations will be presented, 8 of them with lecturers from abroad.

Screening of a  movie about the best ace bikes in the world

  • Location– Park Hotel Moskva, Big Hall

Organization of a tour in Sofia, intended for the participants in the festival

  • The tour will be focused on key landmarks in the capital – the Boyana Church, the National History Museum in Boyana, the Alexander Nevski Monument Temple, the Sofia History Museum and more.
  • Visiting and sightseeing of sports complexes, Museum of Sports, Largo, National Stadium, etc.
  1. Digital activities

Developing and launching a bilingual internet platform

  • Regular publication of project related information – programs, regulations, photos, videos and visions.

Active work with the social media platforms

  • Publication of project related content on the Facebook page “Sofia – European Capital of Sport”
  • Creating materials for the Youtube channel of Sofia – European Capital of Sport and uploading short videos with messages that catch the attention of online audiences

Creating of 14 promotional videos

  • Promotional videos will contain a brief presentation of the event. They will be attended by popular people (athletes, representatives of the respective sports – veterans and new idols, artists), who will attract the target audience and draw their attention to the importance of sports.
  • Planned participation of: Alexandra Feigin, Yordan Yovchev, Evgeniy Radanova, Daniel Zlatkov, Kaloyan Binev, Nikolay Tsanev, Asen Hadzhitodorov

Creating and distributing short blitz interviews in the form of videos

  • Main objective – attracting the attention of young people and the general online public

Creation of a 25-minute film Sofia City Sport, dedicated to URBAN ZONE

  • Planned target groups – young people, athletes, sports professionals, sports-related institutions, sports officials from local governments, media
  • Distribution – the movie will be distributed in different channels:
  • on social networks – Facebook and Youtube;
  • in television media;
  • across Europe through the ACES Europe network and the participant networks.

Closing event

  • Presenting a report on the carried out activities to the Commission, which includes representatives of the Governing Board and the Advisory Board of the Extended Partial Agreement on Sport (RFMC) with the Council of Europe (Commission) to evaluate the implementation of the European Sport Charter in Bulgaria
  • Location – Sofia Information Center – European Capital of Sport
  1. Work with media and publications

Working with the media is crucial to successfully reflecting on the project and effectively informing the public.

The following activities are planned:

  • Selection and preparation of a list of suitable media;
  • Creating a mailing list and sending regular press releases and information to the media;
  • Preparation and publication of news in Bulgarian and English, which include information on the activities of the project partners;
  • Publication of news related to the event, during the festival days;
  • Event coverage in the national media – engagement of the most popular TV, radio, print and online media.

 

  1. Print advertising

Production and distribution of flyers and other printed materials, vinyls, advertising panels

  1. Outdoor advertising

Transportation subway advertising

  • Placing large boards of vinyls, banners, billboards on key thoroughfares and boulevards, airport entrances, etc.
  • Broadcasting of a special promo video for 17 days on the monitors at 32 stops of the Sofia Metro: in September 2019, 50 times a day.
  • Broadcasting the SOFIA URBAN ZONE event on a video wall throughout the week during the activities.
  • Location – A video wall, facing key boulevards in Sofia with high traffic.