See You in Tallinn! Estonian–Armenian Cultural Mission

DATES

April – June, 2013

Client

Estonian Corpore PR, Estonian Government

Service

Strategic Communications, Full PR Support

Overview

SPRING PR co-organised and led the strategic communications for “See You in Tallinn!” — a five-day cultural mission held in Tallinn in 12-16 June 2013, bringing together nearly 300 Armenian artists, musicians, theatre groups, writers and media representatives. Implemented as a continuation of the public diplomacy initiative “Everyone Goes to Yerevan,” the project aimed to promote Armenian culture abroad, strengthen intercultural ties and showcase contemporary Armenian creativity on an international stage.

During the programme, artists performed in Tallinn’s leading music venues, exhibitions of Armenian painters were held across the city, and literary encounters brought together Armenian and Estonian poets. The delegation also participated in official meetings hosted by the Estonian Parliament’s Deputy Speaker and by the Estonian-Armenian community — positioning culture as a channel for dialogue, friendship and international cooperation.

Strategy

SPRING PR shaped and executed the full communication strategy for the mission, developing a cohesive narrative that framed “See You in Tallinn” as a cultural-diplomacy effort highlighting Armenia’s artistic potential. The team ensured consistent messaging across concerts, exhibitions, creative gatherings and official meetings, preparing communication lines for participating artists and organisers.

Media relations formed a major component of the strategy. SPRING PR provided pre-event briefings, coordinated media outreach, prepared informational materials and ensured that journalists had access to artists, organisers and delegation members. During the mission, the team managed on-site media relations, facilitated interviews and guided coverage of performances, exhibitions and diplomatic engagements.

A government-relations component complemented the communication efforts. SPRING PR worked closely with protocol partners to coordinate the delegation’s official meetings with Estonian state representatives and the Armenian community leadership, ensuring smooth protocol flow and clear presentation of the mission’s objectives. As part of this process, the team facilitated structured interaction with the delegation, including journalists present in Tallinn, ensuring they had access to officials and could capture the diplomatic dimension of the cultural mission.

Through an integrated approach combining strategic communications, media relations and diplomatic coordination, SPRING PR ensured strong visibility and narrative consistency for the cultural mission — reinforcing its positioning as a meaningful platform for cultural exchange between Armenia and Estonia.

Outcomes

300+ Armenian guests participated
5 days of concerts, exhibitions and forums
Cultural diplomacy through poetry, music and art
Strengthened media engagement and tourism promotion between Estonia and Armenia