DATES
February – March, 2017
Clients
Adibekyan Family Foundation for Advancement (AFFA),
Masis Development Foundation
Service
Strategic Communications, Event Management
Category
Social Infrastructure, Youth Development & Community Engagement
Overview
On March 28, 2017, the city of Masis marked two significant milestones in its long-term community development agenda: the ceremonial launch of construction of the city’s first family sports complex through the laying of a symbolic time capsule, and the official opening of the Masis Youth Center. The initiatives were implemented by the Adibekyan Family Foundation for Advancement (AFFA) and the Masis Development Foundation, established by AFFA, as part of a comprehensive vision focused on youth empowerment, inclusive public infrastructure, and sustainable social development.
The events were attended by high-level state officials and distinguished guests, including the former President of the Republic of Armenia, Serzh Sargsyan, Masis Mayor David Hambardzumyan, AFFA founder Gagik Adibekyan, as well as renowned Armenian athletes — Olympic gold medalist Artur Aleksanyan and freestyle wrestling world champion Aram Margaryan. Their presence underscored the national importance of the initiatives and highlighted the role of public-private and philanthropic cooperation in regional development.
The family sports complex was presented as a modern, accessible public space designed in accordance with international standards and principles of universal design. The complex includes outdoor mini-football and basketball courts, a children’s playground, and a dedicated fitness zone equipped with training facilities suitable for people with disabilities. Alongside this, the Youth Center was introduced as a multifunctional platform operating across education, social initiatives, and volunteerism, engaging over 120 children and adolescents through language courses, creative clubs, civic projects, and community-building programmes.
Strategy
SPRING PR led the strategic communications of both milestone events. The agency developed a cohesive communication approach positioning the initiatives as long-term investments in Masis’s social infrastructure, youth engagement, and inclusive urban development, while reinforcing their relevance within Armenia’s broader public policy and community development framework.
Beyond communications strategy, SPRING PR was responsible for the comprehensive management of the events, overseeing programme structure, speaker sequencing, on-site coordination, and operational flow. The team worked closely with all vendors and service providers to ensure seamless execution, precise timing, and consistency across ceremonial and public segments of the programme.
A dedicated government relations and protocol coordination component formed a core pillar of the strategy. SPRING PR collaborated closely with national and local authorities to ensure full protocol compliance, facilitate structured engagement with senior government representatives, and support the institutional framing of the initiatives at state and municipal levels.
Media relations were managed across all stages of the project. In the pre-event phase, SPRING PR conducted targeted outreach to leading national media outlets, prepared key messaging and background materials, and coordinated journalist engagement. During the events, the team oversaw on-site media presence, facilitated interviews with officials and key participants, and managed real-time information flow. Post-event communications included structured follow-up outreach, media monitoring, and coverage analysis, ensuring sustained visibility and accurate public representation of the initiatives’ scale, purpose, and long-term impact.