How to make one of the major regional festivals an event of nationwide importance and strengthen the image of the West Bohemia Region and the Pilsen brewery?
/ Plzeňský Prazdroj
Instead of telling stories to allow people to experience them personally.
Beyond the boundaries of the brewery. We expanded the festival beyond the gates of the brewery into selected parts of the city and put together a week-long programme across the whole city. The visitor as guest. We put the programme together so that visitors feel like guests, and not future customers. Engagement. We used interactions in experential activities to inspire people to share them.
Visits increased by 30,000 over previous year.
Total of 50,000 visitors.
Realised through amazing cooperation with the Nashledanou agency.
In Experience We Trust.
Dear team members, thanks for your perfect teamwork, sometimes with some extraordinary individual efforts in preparing this year’s Pilsner Fest, which this year had a record 50,000 visitors. I really appreciate the commitment and professionalism of everyone who organised and helped with the event. Thank you very much for the all-round perfect outcome! This year the Pilsner Fest was also attended by thirty foreign journalists and Vinod Giri, international manager of the Pilsner Urquell brand, all of whom rated it highly and will guarantee that this celebration of Pilsner beer will also gain popularity abroad.
Marek Hlavica and Lucie Roztočilová