Opening Ceremony of Francophonie Park and Family Sports Complex in Masis
DATE
May – June, 2019
Client
Masis Development Fund
Adibekyan Family Foundation for Advancement (AFFA)
Service
Strategic Communications, Full Event Management
Category
Social Infrastructure & Community Development
Overview
SPRING PR served as the strategic communications and event management partner for the opening ceremony of the Francophonie Park and Family Sports Complex in Masis, implemented by the Masis Development Fund with the support of the Adibekyan Family Foundation for Advancement (AFFA). The inauguration, held on June 25, 2019, marked a key milestone in Masis’s long-term community development strategy, focused on youth empowerment, international cultural exchange and sustainable urban infrastructure.
The project was positioned not as a standalone opening, but as part of a broader ecosystem of initiatives aimed at strengthening Masis’s social, educational and cultural landscape. The Family Sports Complex was designed in line with international standards and includes outdoor mini-football and basketball courts, a children’s playground and a fitness zone for community and youth activities. Together with the Francophonie Park, the space was framed as a platform for social interaction, healthy lifestyles and international cooperation among Francophonie countries.
The opening ceremony gathered high-level representatives of the Armenian government, local authorities, foreign embassies, international and non-governmental organisations, as well as local and international media. The event also highlighted parallel development programmes in Masis, including the introduction of French-language education in local schools, the establishment of a Youth Center to foster civic initiative, and the upcoming TUMO Creative Technology Center — reinforcing the municipality’s long-term vision and development trajectory.
Strategy
SPRING PR led the strategic communications for the opening ceremony, developing a clear narrative that positioned the Francophonie Park and Family Sports Complex as a long-term community development initiative. The communications approach emphasized the project’s social value, its role in youth engagement and inclusive public spaces, and its contribution to strengthening international cooperation within the Francophonie context, ensuring a clear and credible public understanding of the initiative.
Alongside strategic communications, SPRING PR was responsible for full event management and implementation. The team oversaw the complete organisational process, including creative concept development, programme structuring, venue branding, technical production, and coordination of all vendors and service providers. Continuous on-site management ensured a smooth event flow, precise timing, and seamless transitions between official, ceremonial and public segments of the programme.
A distinct government relations component formed a core part of the strategy. SPRING PR worked closely with national and local authorities ensuring protocol compliance and facilitating structured engagement with government representatives and international stakeholders. This approach reinforced the institutional significance of the opening and positioned the project within Armenia’s broader public development agenda.
The communications strategy was supported by comprehensive media relations across all stages of the project. In the pre-event phase, SPRING PR conducted targeted outreach to local and international media, prepared background materials and briefings, and ensured clear articulation of the project’s objectives and broader impact. During the opening ceremony, the team managed on-site media presence, coordinated interviews and oversaw real-time information flow. Post-event communications included follow-up outreach, media monitoring and coverage analysis, sustaining visibility and reinforcing the project’s positioning as a milestone in Masis’s social and youth-oriented development.