The Flight Festival and the MullenLowe Romania challenge: FLY BEYOND THE SUNSET, at the only edutainment festival in Romania


MullenLowe Romania signs the concept of the 2022 edition of the Flight Festival, the only ludo-educational festival in Romania, which combines music, art and technology, for 17 days of exploration, discovery and fun. FLY BEYOND THE SUNSET is the challenge for people to venture beyond the everyday skyline, where they will enjoy a multiverse full of surprising, dynamic and exciting experiences.

Flight Festival will take place between August 26 – September 11 and will include a mix of concerts, conferences and technology demonstrations, theatrical performances and workshops, film screenings and new media art installations, held at Cioaca Airfield, on the shores of the Bega River, at the Iulius Garden but also in other places Timișoara, a city that will be the European Capital of Culture in 2023.

The concept and the campaign dedicated to this year’s edition follow the trajectory of the 3 pillars of the festival, outlining a multidisciplinary path for the participants. Thus, the programming of the Flight Festival will bring together on stage the best artists from Romania, as well as international artists who no longer need presentation, while for enthusiasts and experts in technology, the events and activations prepared will be up to par. regional standards. At the same time, Flight Festival will offer cinephiles a program exclusively based on films that have won awards at major international film festivals and will be, at the same time, a festival of theater schools and universities, hosted by renowned actors (even ) beyond to the country’s borders, which will offer both performances and workshops for students.

“In 2022, Flight Festival will fly at the highest altitude yet. We have decided to offer people a unique space where their diverse interests and passions meet with unique experiences. And we are happy to take this journey with MullenLowe Romania, an excellent co-pilot, and the other teams involved, who perfectly complement our crew. Together, we put the festival on the desired course and trajectory and promise participants and partners an unforgettable journey. And, looking to the horizon, we are happy that Flight Festival is preparing to be part of the activities associated with TimiSoarait is status of European Capital of Culture, in 2023″, said Ovidiu Megan, co-founder of Flight Festival.

“For us, it’s a vacation where we have the opportunity to work with and on a unique product. And Flight Festival is one of a kind. We therefore started from understanding the vision and the needs of the team very well so that, following this lead, we developed the concept that perfectly expresses the mission and the spirit of the festival, accompanied by a dedicated campaign to ensure a take-off successful. We started from the entertainment and education combo, with a multidisciplinary character and we mixed the pillars in a personalized itinerary and an umbrella to the taste of the millennial publicadded Florian Langa, Senior Editor, MullenLowe Romania.

For the visual identity, we imagined the archetype of the man of the multiverse, who is defined by openness to a variety of cultural, sensory and educational experiences and always eager to discover and reinvent himself.added Dan Drăgan, Senior Artistic Director, MullenLowe Romania.

The promotional campaign is carried out both online and offline, with a communication mix completed by Initiative and Golin Romania. Thus, Flight Festival experiences are promoted on social media, on the main platforms (Facebook, Instagram, TikTok and YouTube), as well as through online PR activities, Pay Per Click campaigns and campaigns. of influence. Offline, promotion is ensured both by conventional outdoor ATLs (banners, fences, posters, marking of trams and buses) and by unconventional media and executions.

The concept of a multidisciplinary festival, built on the special mix of education, culture and entertainment, is easily differentiated from other festivals in Romania, which only offer participants one type of experience. Full information about Flight Festival 2022 can be found at and about the event Facebook page.

The teams involved in the campaign:

Flight Festival: Ovidiu Megan (Co-FOUNDER Flight Festival), Cezar Stoienescu (Co-FOUNDER Flight Festival), Vlad Garboni (Co-FOUNDER Flight Festival), Daniel Lupu (Marketing & PR Flight Festival).

MullenLowe Romania: Silviu Antohe (Executive Creative Director), Florian Langa (Senior Copywriter), Dan Dragan (Senior Art Director), Alex Ranete (Graphic Designer), Andra Panaitescu (Client Service Manager), Maria Barbu (Senior Account Manager), Mara Grigorescu ( accountant director), Adrian Radu (audiovisual director).

Golin Romania: Larisa Hladiuc (Senior Media Associate), Adriana Georgescu (Digital Strategist).

Initiative Romania: Andreea Dinescu (Deputy General Manager), Cristian Lincu (Account Manager), Miu Alexandru (Senior OOH Manager), Andreea Varlan (OOH Media Buyer), Cosmin Oțel (Digital Strategy Director), Răzvan Mihai (Digital Account Executive), Cătălina Ghita ( Radio media buyer).


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