Close this search box.

Philip Kotler in Armenia 11.11.11 Project


May- November, 2011


Armenian Marketing Association, Kotler Impact


Full PR Support and Government Relations




SPRING PR played a pivotal role in supporting the “Philip Kotler in Armenia: 11.11.11”: Project, aimed at creating a new foundation for thriving marketing in Armenia. The Armenian Marketing Association launched the initiative with the goal of promoting dynamic development in Armenia and transitioning the extensive economy into a thriving one while introducing modern marketing techniques and business practices to the region. As a highly respected PR firm, SPRING PR was approached to provide full PR support and a communication campaign for this special initiative, which was unprecedented in the CIS region. Coming up with a successful campaign, we also had the objective of having a good impact on the country’s image. 

Dr. Philip Kotler, a distinguished professor of international marketing at Northwestern University Kellogg Graduate School of Management in Chicago, came to Armenia for 4 days to present the “Marketing 3.0. Profitability. Returnability. Sustainability” concept. The latter aimed at altering the perception of marketing among Armenians and promoting sustainable business practices.


To support the project, SPRING PR implemented a comprehensive six-month communication campaign. Our objective was to promote sustainable business practices in Armenia and transform the perception of marketing among communications and business ecosystems as well as to raise public awareness in the different target audiences, students, and various stakeholders. On this occasion, we employed a variety of tactics, including B2B communications, strong government relations, university partnerships, among others. We established regular visits from Kotler Impact and forged strong media relations through press conferences, press training, and lunches. Dr. Kotler presented his ideas on television and conducted training on November 14-15, delving deeply into his “Marketing 3.0. Profitability. Returnability. Sustainability” concept.

Aimed at engaging the local community, we held a marketing essay competition for students, offering free entrance to the forum as an excellent launchpad for their professional careers. We also conducted a forum for top managers and a CEO forum for executive directors, where we welcomed local and foreign ministers. In addition, we organized separate meetings between Dr. Kotler and the prime minister.

Overall, this initiative was a catalyst for SPRING PR to establish strong relationships with the media and foster a new culture of PR agency-client-media relationships. Besides being a great success in terms of setting the new ground for the development of marketing in Armenia, the campaign was also highly resonant for both the agency and the country in terms of enhancing Armenia’s image and establishing a new PR culture in the region.


  • 1200+ participants in the competition 
  • 2000+ representatives of various marketing agencies 
  • 500+ guests from different countries 
  • 500  publications  with a total potential audience of  100,000