8 September 2017
Mikhailov & Partners’ Astana EXPO 2017 Project Shortlisted for PROBA Awards 2017 in 2 Categories
The international communications campaign to promote the Astana EXPO 2017 exhibition by Mikhailov & Partners Strategic Communications has been shortlisted for a PROBA 2017 public relations award in two categories – Best International PR Project and Best Project Using integrated Communications. The Mikhailov & Partners team devised an integrated strategy for promoting the Astana EXPO 2017 exhibition on an international scale. This involved the full range of PR and marketing tools: from organizing press tours for foreign media, initiating publications, communications support for EXPO 2017 participation in foreign events and work with the expert community, to a large-scale advertising campaign (airports, inflight magazines, TV/online/print advertising, special projects, SMM). As part of its work on the project, Mikhailov & Partners Strategic Communications succeeded in cultivating an image of Astana EXPO 2017 as the biggest “green” energy event in 2017, at which over 115 countries and 22 international organizations presented the very latest technological advances to the world and where everyone had the chance to get a glimpse of the future. In addition, the project team succeeded in drawing a great deal of attention to the tourist and investment potential of Kazakhstan as a whole and of Astana in particular. The PROBA Awards entries are traditionally judged by professional juries of acknowledged PR experts and representatives of business and international professional associations. When evaluating the entries, the juries look for projects with something new, with style and creativity, and with a good fit to the chosen category. A vote then takes place to shortlist the strongest entries. This year, the competition drew more than 200 applications in 12 different categories. The competition winners and grand prix awards will be announced at the official awards ceremony on 14th September in the atrium of the General Staff Building of the State Hermitage during the Baltic Weekend 2017 Forum in St Petersburg.