SPRING PR is the strategic PR partner of Yeraz Projects, a key part of SOMNIUM Group, dedicated to shaping a visionary future that seamlessly blends entertainment, culture, and social responsibility. More than just a destination, Yeraz Projects is a transformative concept that nurtures dreams, creates unforgettable experiences, and introduces new cultural traditions while prioritizing sustainability and community engagement.

Through strategic partnership, encompassing creative concept development, event management, media relations, and digital communications, SPRING PR has played a pivotal role in shaping and amplifying the visibility of Yeraz Projects’ key events and initiatives. The partnership extends across a range of large-scale public events, ensuring strong audience engagement, media coverage, and impactful storytelling that aligns with the project’s core values.

At the heart of Yeraz Projects is Yeraz Park, a dynamic space that hosts a diverse calendar of cultural and recreational events. SPRING PR has been instrumental in managing pre-event communications, media outreach, and content development while ensuring seamless coordination with performers, exhibitors, and key stakeholders. Signature events such as Yeraz Fest, International Children’s Day, Virgin Mary’s Assumption Day, and Artsakh Days have benefitted from tailored communication strategies, influencer collaborations, and structured B2B outreach to enhance their impact and reach.

Yeraz Fest, a flagship event, embodies the spirit of creativity, unity, and aspirations. Since its launch in July 2022, the festival has become a vibrant hub for interactive performances, artistic showcases, and immersive experiences, all centered around the inspiring slogan “Join the Dream.” SPRING PR has been instrumental in curating its messaging, orchestrating influencer-driven campaigns, and implementing a cohesive media strategy that ensures extensive visibility. The festival’s iconic mass balloon release, symbolizing limitless possibilities, has become a signature moment, reinforcing the event’s emotional and inspirational appeal.

Winter Park, another milestone in Yeraz Projects’ expansion, has added a new seasonal dimension to its offerings. Featuring Armenia’s largest outdoor ice rink and a festive winter setting reminiscent of Lapland, Winter Park has quickly become a holiday favorite. SPRING PR has spearheaded its promotional efforts, leveraging various campaigns, influencer marketing, and immersive storytelling to position it as a must-visit destination. Engaging content, video synopsis development, and strategic media placements have contributed to its widespread recognition and strong attendance.

Beyond large-scale events, SPRING PR has actively supported the launch of the “Yeraz” book series in partnership with Newmag publishing house through  media relations and strategic consulting, reinforcing Yeraz Projects’ commitment to education and cultural enrichment. The initiative introduces thoughtfully curated books by Armenian and international authors, setting new standards in children’s publishing. 

Through a strategic communications approach, SPRING PR has not only positioned Yeraz Projects as a leader in entertainment and cultural initiatives but has also strengthened its reputation as a socially responsible brand. By amplifying its narrative, engaging diverse audiences, and ensuring impactful media presence, SPRING PR continues to play a vital role in shaping the public image of Yeraz Projects, bringing its vision of dreams, culture, and community to life.