Kurkut Festival 2025
DATES
October – November, 2025
Client
Kapan Municipality
Service
Strategic Communications, PR Support
Category
Culture & Tourism Development
Overview
As the trusted communications partner of Kapan Municipality, SPRING PR provided PR support and strategic communications for the Kurkut Festival — an annual cultural event celebrating one of Armenia’s most treasured traditional dishes. Now in its sixth edition, the festival is recognised as part of Armenia’s Intangible Cultural Heritage, and is designed to safeguard regional culinary traditions, strengthen community life, and promote tourism development in Syunik.
Held in the village of Norashenik, on November 8 the festival brought together hundreds of guests from Syunik, various regions of Armenia and abroad. Twenty master chefs prepared Kurkut based on the authentic process that requires an entire night of slow cooking. Alongside the main competition, visitors experienced a rich cultural environment featuring traditional music performances, folk dances, children’s pavilions, local artisans, and a showcase of regional culinary specialties — from freshly baked lavash and honey pastries to traditional sweets, teas and homemade preserves.
A four-member jury evaluated the dishes anonymously and selected the “Best Kurkut of the Year,” while the festival atmosphere was further elevated by live performances from well-known Armenian artists. The programme also included sports competitions and interactive activities, reinforcing the festival’s role as one of Kapan’s signature community events.
Strategy
SPRING PR implemented a comprehensive, multi-stage communications and PR strategy to support the Kurkut Festival before, during and after the event.
In the pre-communications phase, the team coordinated influencer outreach to generate early awareness and anticipation around the festival, highlighting the cultural significance of Kurkut and the community-focused nature of the event. SPRING PR also supported video production, preparing visual materials to introduce the festival’s traditions and showcase the atmosphere of the upcoming celebration.
Media relations played a central role throughout the preparation period. The team worked closely with media outlets, providing them with timely information, press materials and logistical coordination to ensure accurate and extensive coverage. SPRING PR also offered ongoing PR consulting to the organisers, supporting message development, content preparation, and strategic communication decisions.
On the event day, the team ensured on-site media coordination, including guiding journalists, arranging interviews, assisting with filming and managing communication flows. Influencer relations continued on-site, helping content creators capture the most compelling moments of the festival. SPRING PR also worked with the event host, preparing key messages and ensuring smooth delivery of stage segments and announcements.
