Project by Mikhailov & Partners and Tele2 Shortlisted for PROBA-IPRA GWA 2016 Award in 4 Categories
The communications campaign for the launch of the Tele2 mobile operator in the Moscow area, run by Tele2 Rossiya and the Mikhailov & Partners agency, has been shortlisted for the PROBA-IPRA GWA 2016 public relations awards in four categories at once: Best Corporate PR Campaign, Best Digital Campaign, Best Integrated Communications Project, and the special category Classic of the Genre.
A joint team from Tele2 and Mikhailov & Partners drew up a strategy and prepared a comprehensive communications plan for launching the new national mobile operator’s network in the Moscow area. This included coordinating PR events and marketing and trade marketing activities during the announcement phase and the commercial launch. The integrated communications campaign had a direct impact on shaping perceptions of Tele2 as an honest mobile operator capable of disrupting the monopoly on the telecoms market and offering subscribers a genuine alternative – high-quality telephony at an affordable price.
The Tele2 and Mikhailov & Partners team succeeded in ensuring extensive media coverage of events during the preparation, launch and start-up phases. Thanks to the brand’s vibrant communications launch, Tele2 was able to sign up over 1 million subscribers in the Moscow area in its first two months alone.
A professional jury of recognized experts from the Russian communications industry and representatives of business, the national media and global professional associations has selected the competition finalists from more than 350 entrants. The PROBA-IPRA GWA 2016 prize winners will be announced on 8th September during the official programme of the Baltic PR Weekend in Saint Petersburg.
“We are delighted that our project for Tele 2 has received such high praise from the PROBA-IPRA GWA 2016 jury. This year, the project has been repeatedly acclaimed by the professional community, winning several Russian and international awards. Making the short list of the PROBA-IBRA GWA 2016 awards is further confirmation of its uniqueness and our team’s high standards of professionalism”, commented Mikhailov & Partners CEO Svetlana Gorevaya.