ITALIANWEEK.RU 

Как в 4 руки сыграть фестиваль 

Что такое IWF (цифры по Москве)? 

ИСХОДНЫЕ ДАННЫЕ 

•  Идея  •  Желание •  Понимание КАК  •  Страсть  

Как создавался проект фестиваля? 

•  Концепция •  Четкий тайминг  

Поддержка 

•  Итальянцы •  Крупные компании (к сожалению в основном – бартер) 

•  Мелкий бизнес •  Дипломатия (Италия) 

Как выглядел конечный продукт 

•  43 мероприятия (бесплатных) •  Фотовыставка Светланы Приваловой •  Открытие как отдельное мероприятия 

•  Масштабное название •  Бесплатно 

Гастроли 

•  Москва 2012  •  Самара 2012 (14 мероприятий, фотовыставка, открытие) 

ПЛАНЫ: •  Москва 2013  •  Самара 2013 •  Позвали в Ульяновск и Волгоград (стадия переговоров) 

Как переформатировали 

Italian week ‐ фестиваль круглый год! Ежегодно ‐ большое мероприятие в 

фотографиях и событиях в честь Италии ‐ в Москве и других городах. И весь год ‐ масса интересных мероприятий на самые разные темы! Добро пожаловать в наше дружное сообщество! Присоединяйтесь к нам ‐ и 

живите немного в Италии. 

Монетизация 

•  Партнеры Итог 2012: проект не только вышел в ноль, мы даже немного заработали 

ПЛАНЫ:  •  Теперь вход на все мероприятия фестиваля будет условно‐платным (порядка 100 рублей) 

•  Партнеры 

PR  в СМИ и FB – основа продвижения 

•  Потрачено денег на PR: 0.00 рублей •  На FB – 0.00 рублей 

СМИ 

•  Собрать базу – Как/ 

•  Печатные, глянцевые, инет, радио, тв •  Найти медиа‐партнеров (гарантия публикаций) 

•  Договориться •  Не забывать дергать   

Как правильно писать Наши релизы: •  Пройдет фестиваль (в целом, очень заранее) •  Более 43 мероприятий пройдет в Москве в рамках Italian week •  Самый большой в России тирамису приготовили на закрытие 

IWF 75 тирамису приготовили в Москве •  IWF покажет коллекцию уникальных дизайнерских бутылок •  IWF посвятит первую неделю региону Эмилия Романья •  Марка NEIMASITAWI будет презентована в России на открытии 

IWF •  Опубликована программа IWF •  IWF пройдет в Самаре 

Почему это интересно? •  Потому что база журналистов качественно проработана •  Заход с цифры •  С БОЛЬШОЙ для контекста цифры •  Не бойтесь немного преувеличить  •  Думайте сначала фактами •  Отвечайте заголовком на вопрос: ЧТО ГДЕ КОГДА •  В ЛИДе расширяйте эту мысль (то же самое другими 

словами) •  Дайте 1‐2 цитаты на 1 предложение внутри текста •  Журналисты ОЧЕНЬ любят все иностранное (имена, 

компании, экспертов), не важно, что мир давно глобален 

Вот что у нас получилось (это конечно далеко не все) 

!"

Mercedes Benz Fashion Week Russia kicks o! this week in its new home in Manezh. Festivities begin on Oct. "# with the opening of an exhibition looking back on Russian fashion great Slava Zaitsev. Shows will unveil the spring and summer $%"& collections of both established ' gures such as Tatyana Par' onova and young talents including Maria Golbeva, as well as British designers Ozwald Boateng and Giles Deacon. Through Oct. $$. www.mercedesbenzfashionweek-russia.com

Discover delicate collages, graphics and artists’ books by

Vladimir Sulyagin, a modern artist and theorist now on show at the Azarnova Gallery. Hailed in Britain but little-known in Russia, Sulya- gin is most recognized for “Paper Spirits,” his collection of minimal-ist construction paper collages depicting cultural ' gures such as Vladimir Nabokov. The Azarnova Gallery is located in Nemchinovo village, outside Moscow. azarnova-gallery.com

Say “ciao” to fresh pasta and tiramisu at the Italian Week Festival, happening from Oct. "( to Nov. $ at A' mall City on Pres-nenskaya Naberezhnaya. This week

is focused on Bologna, with events including tiramisu-making classes (led in Italian, English and Russian), regional wine and co! ee tastings, ' lm screenings and free Italian classes for beginning and intermediate levels. italian-week.ru

A Place to Bury Strangers)– proclaimed by some bloggers to be “New York’s loudest band”)– is coming to Russia for the ' rst time. Formed in $%%", the noise rock trio rose to prominence with the release of its eponymous album, which earned a positive review from Pitchfork back in $%%#. The

band’s most recent e! ort, “Wor-ship,” came out last summer. The band’s Moscow show is scheduled for Oct. "# at ( p.m. at "* Tonn, www."*tons.ru

The two-day Dubex festival has become a nice present for Moscow fans of experimental electronic music, which has been getting increasing exposure over the last few years. The festival’s headliners are Berlin-based artist Emika, who works in the crossing of IDM, downtempo, trip-hop and dubstep, and English musician Dan Richmond, better known under his stage name Clubroot. Russia’s Long Arm and IWFYLS are also on the bill. The fest starts on Oct. "+ at # p.m. at Milk Mos-cow, milkclub.ru

Moscow-based out' t Exit Project is most often labeled as art-jazz, world music or fusion. But the band’s tracks often defy genre de' -nitions, with elements of jazz, rock, electronic, IDM, house, trance and ethnic tunes blending into a unique mix. American composer John Zorn is said to have praised a version of his piece performed by Exit Project. The band will perform on Oct. "( at ( p.m. at Gogol, www.gogolclubs.ru

Joy Neumeyer and Vladimir Kozlov

what’s on

Vladimir Kozlovthemoscownews

The Latvian rock band Brainstorm is among the few artists from the former Soviet republics that achieved equal success in Russia, Europe and at home. Brainstorm’s members attribute their interna-tional popularity to the quality of

their material and long experience playing together.

“I’d like to hope that it’s because of good songs,” front man Renars Kaupers told The Moscow News in an interview in the lobby of a Mos-cow hotel. “There must be some chemistry as well, the chemistry of the band. We’ve played together for 23 years, and that’s not bad.”

“We climbed the stairs slowly,” said guitarist Janis “Magic” Jubalts. “It didn’t happen overnight. It was all gradual, first in Latvia, then everywhere else.

“When we came to America and talked to producers there, they asked us, ‘what do you want here?’” Jubalts said. “And we said that we wanted to become popular

because we’ve got good songs and we know how to play. And they would say, ‘we don’t know. How many people would come to your shows?’ And then they said one important thing: ‘You have to be like a spider, weave your own web, develop from where you are.’ And that formula worked, and it’s still working.”

Formed in the city of Jelgava by several high school classmates back in 1989, Brainstorm came to local prominence in the mid-’90s. In 2000, the band’s first international album, “Among the Suns,” came out and was praised by the likes of Bob Dylan and R.E.M.’s Michael Stipe. The same year, the band took part in the Eurovision Song Contest, finishing third with the song “My Star.”

The band successfully toured in Europe and a few years later dis-covered Russia as another promis-ing market.

According to Brainstorm members, the only distinction that separates audiences in different countries is temperament. “But by the end of a show, we reach a certain level of energy together, and then there’s no longer a differ-ence,” drummer Kaspars Roga said.

In line with its international ca-reer, the band has songs in Latvian, English and Russian, but Brain-storm musicians still feel most natural singing in Latvian, Kaupers said. He added that with experi-ence, he has become more comfort-able singing in other languages.

When Brainstorm does a version of a song in another language, the lyrics often change. “Very rarely are the lyrics directly translated,” Kaupers said. “They come out simi-lar, but not the same. And that’s interesting.”

“Usually, a version in one language comes along better than in another,” said Maris Mihelsons, who plays several instruments.

According to Roga, these days the musicians feel much the same as they did when they were just starting out 23 years ago. “We have the same energy, the same drive on stage,” he said. !

Brainstorm placed third in the !### Eurovision Song Contest with its hit ‘My Star’

Brainstorm’s rising starThe Latvian band looks back on its path to fame ahead of its upcoming Arena Moscow gig

music

The Moscow News ,*+ / "* – $$ October $%"$

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cultural highlights

Genre-defying band Exit Project is coming to Gogol

Graphic and collage artist Vladimir Sulyagin

38 www.Horeca-magazine.ru

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Итоги работы в 2012  

•  Федеральный масштаб •  Дипломатический прорыв Планы на 2013: •  Новые проекты (вытекающие из IWF) в тч и в регионах 

•  Переформатирование фестиваля в 2013 году (с учетом ошибок и опыта) 

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