SPRING PR has been the strategic communications partner of Flash within the framework of the company’s 30th anniversary — a milestone approached not as a single celebratory moment, but as a multi-layered communications journey reflecting Flash’s evolution, resilience and future direction.

Flash was founded in 1995, during one of the most challenging periods in Armenia’s modern history, when war, the collapse of the Soviet Union and the aftermath of the earthquake had left the country without developed infrastructure or stable supply chains. Understanding the critical importance of fuel for the country’s recovery, Flash’s founder, Barsegh Beglaryan, took a strategic risk and laid the foundation for a company that would grow alongside the state itself. From operations that began with only a few employees and fuel delivered directly from railway wagons, Flash has evolved over three decades into a nationwide network of nearly 50 stations, a team of more than 600 professionals, and a continuously expanding service ecosystem.

Within this context, SPRING PR developed the overarching communications logic and messaging architecture for the anniversary, structured around the Flash 3.0 concept — framing the company’s journey as three interconnected stages: foundation, growth and expansion, and a new era defined by innovation, modern formats and customer-oriented services. The narrative positioned Flash not only as a fuel provider, but as a contemporary roadside ecosystem that today includes express retail formats, electric vehicle fast-charging stations and new-generation station concepts with distinct architectural and service solutions.

The collaboration unfolded through coordinated storytelling, event management from A-Z, media relations and public-facing activations, ensuring consistent visibility and clear articulation of Flash’s values across platforms and audiences. Media engagement was integrated throughout the process, from shaping key messages and facilitating interviews to managing on-site media presence during major anniversary moments and overseeing the information flow following public events.

A key component of the anniversary programme was the execution of large-scale public events, where SPRING PR was responsible for creative concept development and full production management. This included brand environment design, technical coordination, host and programme management, and the coordination of both local and international artists — including protocol, logistics and on-site support — ensuring that every element of the experience translated the strategic narrative into a cohesive and emotionally resonant format.

Throughout the anniversary communications, SPRING PR provided continuous strategic guidance, aligning messaging, creative execution and media engagement to reinforce Flash’s core promise of trust, reliability and progress. The partnership positioned Flash not only as a company with a strong legacy, but as a brand confidently moving forward — with new energy, new formats and a clear vision for the future of mobility and services in Armenia.