Challenge: The international lighting company Zumtobel Group formally opened a new factory for the production of luminaires and components in Nis, Serbia.
Activities: To highlight the company’s core business, V+O developed the creative event concept “Lights ON.” The main idea was to present that the opening of the factory in Serbia would bring many positive aspects to the local community and Serbia as a whole (significant investment, employing 1500 people, local economic development), and they would be the ones truly turning on the light in this region. This concept was integrated into all event elements and communication with the media and other stakeholders.
V+O was responsible for developing the communication strategy, creative concept, event organization, high-level protocol management, and media relations in order to:
- Introduce Zumtobel to the Serbian market;
- Create a positive perception of Zumtobel Group in Serbia;
- Overcome local prejudices about foreign investors (treating employees unprofessionally);
- Present their product portfolio;
Results:
- The ceremonial opening was attended by 10 high level officials (President of the Republic of Serbia, 4 ministers, President of the Chamber of Commerce and Industry of Serbia, Mayor of Nis) and over 100 VIP guests;
- More than 100 media representatives attended the factory’s grand opening;
- Over 500 media announcements;
- For event organization, more than 50 subcontractors from 16 different companies were engaged;
