Talalyan Brothers Festival
DATE
2013 – 2015
Client
Ars Lunga NGO
Service
Strategic Communications, Media Relations
Category
Culture & Arts
Overview
SPRING PR served as the official PR partner of the Talalyan Brothers International Festival across several editions between 2013 and 2015, supporting one of Armenia’s leading chamber music initiatives dedicated to the legacy of the renowned Talalyan brothers. Organised by Ars Lunga NGO and implemented with the support of the Ministry of Culture of the Republic of Armenia, the festival has established itself as an important cultural platform uniting classical heritage, contemporary Armenian music and international artistic exchange.
Over these editions, the festival unfolded as a multi-week concert series, hosted across leading cultural venues in Yerevan, including the Komitas Chamber Music Hall, Aram Khachaturian House-Museum and the Cafesjian Center for the Arts. Each year’s programme was shaped around distinct artistic themes and jubilee dedications. The 2013 edition was dedicated to the 110th anniversary of Aram Khachaturian, while subsequent programmes highlighted Armenian and international chamber music, Viennese classics, and anniversary concerts honouring prominent composers, cultural figures and institutions.
The festival brought together established Armenian performers, internationally recognised musicians and talented young artists, combining high-level concert programmes with opportunities for artistic exchange and professional growth. From its origins as a cello music festival to its expansion into a broader chamber and orchestral format, the Talalyan Brothers Festival has continuously evolved in scale and ambition, reinforcing its role as a respected international cultural initiative and a platform for the promotion of Armenian musical heritage.
Strategy
As the official PR partner of the Talalyan Brothers International Festival, SPRING PR led the full strategic communications and media relations framework across multiple editions, ensuring coherent positioning, broad visibility and sustained public engagement.
The strategy began with the development of core messaging and narrative architecture, aligning each festival edition with its artistic focus, jubilee dedications and international participation. SPRING PR translated the festival’s cultural mission—supporting young talents, celebrating Armenian musical heritage and fostering international dialogue—into clear, media-ready storylines tailored for cultural, news and lifestyle platforms.
A comprehensive media relations programme was implemented, including the organisation of press conferences, coordination of interviews with artistic directors, performers and international guests, and facilitation of media presence throughout the opening ceremonies, concerts and closing events. SPRING PR ensured journalists had structured access to content, speakers and programme highlights, maintaining a consistent and accurate information flow at every stage.
To expand reach and reinforce visibility, SPRING PR also worked on media sponsorship engagement, attracting media partners and securing extensive coverage across leading national outlets. This approach allowed the festival to maintain a strong media footprint throughout its duration, rather than limiting exposure to single concert dates.
Throughout the festival cycles, SPRING PR oversaw the entire communication process—from pre-festival announcements and programme launches to on-site media coordination and post-event follow-up—ensuring continuity, message consistency and professional execution. This sustained outreach contributed to positioning the Talalyan Brothers Festival as a recognised international cultural platform and a key event within Armenia’s classical music landscape.