Flash 30th Anniversary
DATE
September – December, 2025
Client
Flash
Service
Strategic Communications, Full Event Management
Category
Energy & Fuel
Overview
As the culmination of Flash’s 30th anniversary communications cycle, a large-scale event was held on December 20 at Dvin Music Hall, bringing together the company’s local and international partners, team members, representatives of local authorities and the business community. The event marked both a reflection on Flash’s three-decade journey and the official transition into a new strategic phase — Flash 3.0.
Founded in 1995 during one of the most challenging periods in Armenia’s recent history, Flash has evolved from a small fuel importer into one of the country’s leading energy companies, employing over 600 people and operating nearly 50 fuel stations across Yerevan and the regions. Particular emphasis was placed on the company’s ongoing transformation: the introduction of Express shops at stations, the launch of fast-charging stations for electric vehicles, and the upcoming rollout of new-format fuel stations with dedicated architectural design and service concepts.
The anniversary event was designed as a symbolic closing of the celebratory year and a confident starting point for the future. Structured in two interconnected parts, the event opened with a formal on-stage interview and narrative segment presenting Flash’s history, values and evolution. This was followed by a large-scale concert programme featuring local and international artists, where the company’s journey and vision were woven into a dynamic cultural performance.
At the core of the evening was the Flash 3.0 concept, framing the company’s development as:
- 1.0 — foundation and resilience
- 2.0 — growth and expansion
- 3.0 — new opportunities, modern approaches and customer-centric service
The event concluded the anniversary year while clearly signaling Flash’s continued growth — with renewed energy, trust and forward momentum.
Strategy
SPRING PR was entrusted with the full creative, strategic and operational management of the anniversary event, ensuring that every element of the event reflected Flash’s brand narrative, values and long-term vision.
The work began with the development of a unified creative concept, translating the Flash 3.0 strategy into a cohesive live experience. SPRING PR defined the core messaging framework, key narrative arcs and visual language, ensuring consistency across branding, stage design, venue zoning and technical solutions. The event environment — from color palette to spatial layout — was fully aligned with Flash’s refreshed identity and the concept of a modern, evolving energy ecosystem.
SPRING PR managed the entire event production cycle, coordinating all vendors, technical teams and service providers. This included full branding implementation, stage and lighting design, audio-visual solutions, venue communication and audience flow. Particular attention was paid to programme structure, timing and transitions, ensuring a seamless progression between the formal and entertainment segments.
A central component of the strategy was host and speaker management. SPRING PR developed key messages and speech frameworks for all speakers, ensuring clarity, consistency and alignment with the overall narrative. The agency also coordinated the on-stage interview format, shaping the conversation to naturally present Flash’s history, achievements and future direction.
International artist management formed a critical part of the execution. SPRING PR oversaw all communications and coordination with international performer Minelli, including protocol, transfers, scheduling and on-site support, ensuring smooth integration into the programme. The concert lineup also featured prominent local artists, including the Artsakh Jazz Band, Reincarnation Orchestra and Grisha Aghakhanyan, all coordinated within a unified show concept that reinforced the emotional and historical storyline of the brand.
Media relations were integrated throughout the event lifecycle. SPRING PR ensured the presence of leading media outlets, coordinated on-site media operations and facilitated interview opportunities with key speakers. The agency managed real-time communication with journalists, supervised the information flow during the event and coordinated post-event follow-up to sustain visibility and accurately reflect the significance of the anniversary and the Flash 3.0 launch.
The event served as a symbolic conclusion of Flash’s 30th anniversary year and a confident starting point for its next chapter, with new format, new energy, and new opportunities!