“Hay Buis” Festival 2017
DATE
July, 2017
Client
Hay Buis
Service
Strategic Communications, Media Relations
Category
Tourism & Cultural Heritag
Overview
SPRING PR was a trusted communications partner for the 2017 edition of the annual “Hay Buis” Festival—an initiative aimed at promoting tourism and increasing awareness around Armenia’s botanical wealth and cultural heritage. Held on July 1 in the Yenokavan community of the Tavush region, the festival had been implemented since 2015 and was already establishing itself as a landmark event for the area.
The 2017 festival offered a rich program of events dedicated to national and folk arts, educational and sensory games, traditional costumes and cuisine, pottery, carpet-weaving, yoga, and healthy lifestyle activities. Open to both locals and visitors, the event combined cultural celebration with learning and interaction in a setting that highlighted Armenia’s natural assets.
A central highlight of the festival remained the 20-meter-long lavash sandwich, filled with Armenian herbs and a variety of cheeses produced in Armenia and abroad. Symbolizing family (bread), life (herbs), and peace (cheese), the sandwich was prepared in the presence of diplomatic representatives and accompanied by a performance from the “Tonatsuyts” folk theatre.
The festival attracted around 1,500 visitors, confirming its growing popularity and relevance. It provided not only a platform for showcasing local herbal-based products, teas, cosmetics, and remedies, but also hosted guided tours focused on wild herb collection and identification. Guests participated in thematic masterclasses, yoga sessions, tastings, and open-air concerts, with performances by well-known local musicians and ensembles.
As the official PR agency of “Hay Buis” Festival, SPRING PR provided full communication support. The scope of work included organizing a press conference, managing media relations, preparing and distributing media materials, coordinating and executing a press tour, overseeing on-site media events, producing professional photo documentation, and conducting media monitoring and press clipping to measure coverage and reach.
Strategy
SPRING PR developed and implemented a strategic media campaign to maximize the visibility and impact of the 2017 “Hay Buis” Festival. The communication efforts were designed to position the festival not only as a cultural and tourism event but also as a platform highlighting Armenia’s unique herbal traditions and ecological potential.
A core component of the campaign was the organization and full execution of a targeted press tour to Yenokavan. SPRING PR oversaw every stage of the process—from media selection and accreditation to logistics coordination, on-site support, and post-tour follow-up. Participating journalists had the opportunity to experience the festival firsthand, engage with its diverse programming, and gather authentic content for publication.
In the pre-event phase, SPRING PR ensured timely media outreach and message delivery through the preparation and distribution of press materials tailored for different platforms. The team secured placements across national and regional media outlets, generating anticipation and public interest ahead of the event.
During the event, SPRING PR managed the entire media presence on the ground, facilitating interviews, coordinating photo and video opportunities, and ensuring consistent and accurate coverage. The agency also commissioned a professional photo shoot to support the festival’s visual storytelling and content sharing.
Following the event, media monitoring and press clipping were conducted to assess coverage volume, sentiment, and reach. The results reflected the campaign’s effectiveness in enhancing the festival’s profile and strengthening its image as a culturally significant and environmentally conscious initiative.
