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New Musical Generation Summer Festival. An exceptional music event in Vilnius (2010)

The task of VRP | Hill & Knowlton was to introduce a premiere of a New Musical Generation Summer Festival to the summer events calendar within a short period of time.
New Musical Generation Summer Festival. An exceptional music event in Vilnius (2010)


This event stood out because of its intensity – during ten consecutive evenings ten concerts of musicians of the young generation were presented. The main challenge of the project were not only finding “the niche” in an abundance of summer events, but also effectively planning its communication and presenting quite a lot of exceptional shows as well as interprets new to Lithuanian audience.


Emphasis on the exclusivity of the new summer festival was made through focusing the communication on the new concept of the festival that organizers were striving to create. It was a classical music festival in the capital city, primarily bringing a big number of the world-wide known performers of the young generation that are making their name in the greatest halls around the world. The festival is meant to attract both lovers of classical music as well as people getting introduced to it for the first time. The communication drawn up in order to achieve this goal consisted of both presenting the course of the festival and announcing interprets and other exclusive news of the event.


VRP | Hill & Knowlton carried out an intense communication presenting the festival. Bringing the event to the audiences’ attention, the most profound performers and gems of the event were covered, as well as musicians’ personalities and the music they perform, also fun facts – for example, stories of instruments.

Aside the traditional communication means, such as press conferences, press releases, the festival was announced with additional communication in public spaces: in the café Summer Terrace in the Vilnius centre the videos from the festival performances were showed.

The special contests were also held out. Fans could take part in the photo contest Performing Vilnius and to win tickets to the concerts of the festival. The pictures from the contest were published in the visual gallery of the 15min.lt internet portal.


The New Musical Generation Summer Festival introduced ten shows and a summer music academy, becoming an important summer event of Vilnius City. The festival stood out with the intensity of coverage in the media: in six weeks there were issued 63 publications covering this event in different media channels – articles, radio and TV reports of cultural and actualities columns.