DATES
June 2017, June 2018
Clients
Yell Extreme Park
Service
Full PR Support and Event Management
Category
Tourism, Culture & Strategic Event Communications
Overview
SPRING PR was entrusted as the official PR partner of Artsakh Air Fest in 2017 and 2018—an open-air aviation and cultural festival held annually at Stepanakert Airport in the Republic of Artsakh. Though the festival has been organized in multiple editions, SPRING PR was responsible for the strategic communications and full media relations in those two years, during which Artsakh Air Fest was held in partnership with the Government of Artsakh and Yell Extreme Park.
Designed to promote tourism development in the region, Artsakh Air Fest aims to raise awareness about the potential of small aviation in Artsakh, enhance youth engagement, and generate interest in new business opportunities. The event is traditionally accompanied by an air show and includes short, non-landing touristic flights between Stepanakert and Shushi under the title “Free flight over free Artsakh.”
The 2017 edition took place on June 17, welcoming numerous foreign and local visitors who also had the opportunity to enjoy traditional Karabakh cuisine and live music by “Shoushi Band,” “Nema” Rock Band, and “Puzzle’s 5 Peaces.” The following year, on June 16, 2018, the festival returned with an expanded cultural program, featuring “Shoushi Band,” “Nemra” Rock Band, Gor Sujyan, Miqael Voskanyan, and DJ Guevo, further strengthening its reputation as a celebration of regional identity and tourism potential.
Strategy
Within the scope of the partnership, SPRING PR implemented a comprehensive communications strategy across both editions of Artsakh Air Fest, aligning its efforts with the strategic vision of Yell Extreme Park and the Government of Artsakh.
The agency managed full-spectrum media relations—from messaging development to execution. This included the preparation and distribution of media documents, press releases, and speechwriting for key spokespersons. A targeted media outreach campaign was conducted, engaging national outlets to maximize awareness and coverage of the festival.
SPRING PR coordinated and oversaw media presence on-site, organizing and executing a dedicated press tour to Artsakh. This involved end-to-end management—from journalist accreditation and follow-up, logistics to on-site coordination and post-event coordination, ensuring accurate, high-quality, and timely coverage.
In parallel, government relations were handled at a strategic level to ensure consistent alignment with official communications and public positioning. By fostering cooperation between the organizing bodies and media stakeholders, SPRING PR helped elevate Artsakh Air Fest from a local initiative to a widely recognized tourism and aviation platform.
Throughout both years, the agency’s role encompassed continuous media monitoring and the compilation of press clippings to evaluate communication effectiveness and visibility. The overall approach combined visibility, strategic messaging, and regional positioning, successfully reinforcing Artsakh Air Fest as a cornerstone event in Artsakh’s tourism and cultural development landscape.
