THE PROJECT

Sochi.Park at London 2012 Olympic Games
PR, production and promotion of Russa.Park – Russia’s official hospitality hub and fan zone site in London during the 2012 Olympic Games.

WHAT WE DID

Eventica Sport worked closely with the Russian Olympic Committee to communicate with international audiences and media.
We produced the Russia. Park activation from drawing board to completion and implemented a global PR strategy for our client. Sochi.Park was a 6000sqm interactive, digital pavilion introducing the world to the next Olympic host city after London, offering the general public an enticing taster of the excitement that Sochi 2014 would bring.
By night, the stunning ice arena at Sochi. Park took centre stage for the biggest ice skating spectacular ever to be shown outside of Russia. Eventica Sport managed and operated this complex project, from technical design of the ice rink and arena through to promotion of what was a critically acclaimed show featuring elite sportsmanship, theatre, live music and ice dancing, acrobatics and traditional and contemporary dance.

On 28 July and 11 August Red Rocks festival landed to Russia.Park, and became the biggest Russian contemporary music event ever held in London. The Festival was a part of Sochi 2014 Cultural Olympiad and aimed to support the Olympic movement by sharing quality music from Russia with the entire world. Russian fans had a chance to see their favourite bands in London at a unique Olympic setting, whereas people from all over the world had a chance to get to know the best Russian music. As part of a special side-project to compose the anthem of Team Russia fans at Sochi 2014, Red Rocks crowdsourced tunes from the public and participating musicians.

RESULTS

  • - 40,000 visitors across 16 days
  • - Full-service International Media Centre
  • - Promotional event programme
  • - Athlete press conferences