Project by Tele2 and Mikhailov & Partners Shortlisted for SABRE Awards 2016

A communications campaign for the launch of mobile operator Tele2 in Moscow and the Moscow Region has been shortlisted for the SABRE Awards 2016. The large-scale project was implemented by Tele2 in collaboration with the Mikhailov & Partners agency.

With help from Mikhailov & Partners, the Tele2 team drew up a strategy and a comprehensive communications plan for the launch of the new national mobile operator in the Moscow area. The project included coordinating PR events, marketing and trade marketing activities during the announcement phase and the commercial launch. The integrated communications campaign played a direct role in shaping perceptions of Tele2 in the region as an honest mobile operator capable of changing the situation on Moscow’s telecoms market and offering subscribers a genuine alternative – high-quality telephony at an affordable price.

Tele2 and Mikhailov & Partners succeeded in ensuring extensive news coverage of events during preparations for the launch and immediately after Tele2 began operations in the Moscow area. This included a large-scale product marketing campaign after the start-up of operations in Moscow and the surrounding region, accompanied by an integrated communications programme in sales outlets.

An international panel comprising over 40 recognized leaders in the communications industry has selected the SABRE awards finalists from a field of more than 2,400 entrants. The SABRE 2016 prize winners will be announced at a gala dinner in Berlin on 25th May.

“By running an effective integrated communications campaign for the launch of the Tele2 network in Moscow we were able to achieve the company’s business objectives. As a result, two months after arriving in the Russian capital, Tele2 had picked up over 1 million subscribers. This year, the project has won three prizes in the prestigious Russian public relations awards. Naturally, we are very pleased that our communications campaign has been commended by the distinguished SABRE Awards 2016 panel, indicating that the project was up to international standards”, said Kirill Alyavdin, Tele2’s corporate communications director.

“We are delighted that Tele2’s project, run in cooperation with Mikhailov & Partners, has been shortlisted for such a prestigious prize as the Sabre Awards This year, the project has already received acclaim from the professional community and won a number of awards in Russia. Its inclusion in the shortlist for the Sabre Awards is international recognition of our team’s professionalism and of the uniqueness of the communications tools it has devised, making it possible to achieve such a good result,” commented Svetlana Gorevaya, CEO of Mikhailov & Partners. 

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