International Moscow Festival of Light 2012 fundraising proposal

1. MOSCOW DEPARTMENT OF MASS
MEDIA AND ADVERTISING
PRESENTS
MOSCOW INTERNATIONAL FESTIVAL
OF LIGHT
“CIRCLE OF LIGHT”
Proposal by
TRIPLAN Future Communications

2. Festival Details
 In accordance with Moscow Government Executive Order d.d. 13 March 2012г.,
, the second International Moscow Light Festival “Circle of Light” (IMLF) will
take place from 28 September to 02 October 2012. From 2012 IMLF starts to
be the annual.
 The main goal for the festival is to evolve the image of Moscow to the image of
Megapolis of 21st century. This will also strengthen the image of Moscow global
cultural capital.
 Festival attracts undiverted heed not only of the Muscovites and Moscow
guests, but also of the international professional community.
 World authorities in art, light design, light technologies are invited to participate
in the Festival.
 5 most significant Moscow buildings are included in Festival program:
1. Red Square and Historical Museum;
2. “Moscow” Hotel;
3. Manezh;
4. Gorky Park;
5. Central House of Artists
Moscow Government is the Originator and Institutor of the Festival.
S.S.Sobianin, Mayor of Moscow, is the Chairman of the Festival Organizing
Committee

3. INTERNATIONAL MOSCOW FESTIVAL “CIRCLE OF
LIGHT”
S.S.Sobianin, Mayor of Moscow :
«I hold the Festival good and recommend to make it annual»
28 October 2011 года. Conference of the Moscow government .
Moscow Government Executive Order dated 6.03.2012 on annual status of Moscow
International Light Festival for the period 2012-2016

4. 2011

5. Light Festival is a unique multi-media show , created with the usage of innovative
projection technologies, including 3D mapping and special effects.

6. FESTIVAL 2011. FACTS AND FIGURES
• > 350 K visitors per day
• > 500 K traffic per day
• > 200 mln TV viewers in Russia and abroad
• 3 days in Yandex top news
• > 6 000 videos up-loaded
> 50 000 photos up-loaded in Internet
• FESTIVAL OF THE YEAR award from «EVENT-2011»
• BRAND OF THE YEAR from EFFIE 2011, category «Entertainment Business»
• Red Square – Opening Ceremony;
• Young Light Designers Contest – Manezh Square;
• “Light Laboratory” Contest – Gorky Park;
• Closing Ceremony – Pushkin embankment in Gorky Park;
• 365 multimedia shows and light installations during 3 days of the Festival;
• More than 1,5 K light appliances with total capacity of more than 4
megawatt, i.e. 40% of all professional light equipment of Europe.

7. FESTIVAL 2011. FACTS AND FIGURES
PR Support:
TV: Channel 1, TVC (ТВЦ), VGTRK (ВГТРК), Cultura (Культура)
PRESS: Rossijskaya Gazeta TimeOut, Izvestia, Commersant,
Vremia Novostej, Metro, Mir Novostej, AiF, МК
RADIO: Vesti FM, Commersant FM, Monte-Carlo, Maximum,
FinamFM, CityFM
INTERNET: RIA-Novosti, LENTA.ru, ITAR-ТАSS, Interfax
TV REPORTS – 200 mln viewers
TVC (ТВЦ, direct reportage, title sponsor) 14 mln viewers
Channel 1 37 mln viewers
VGTRK (ВГТРК) 33 mln viewers
Russia Today 18 mln viewers
Moscow 24 (reportages + 1 hour program) 9 mln viewers
Cultura (Культура) 16 mln viewers
REN TV 13 mln viewers
Doverie 6 mln viewers
Fifth channel 11 mln viewers
VKT (ВКТ) 3 mln viewers
MIR (МИР ) Channel 7 mln viewers
RIA-Novosti (РИА-Новости ) interactive 26 mln viewers
RAI TV (Italian TV Channel) 11 mln viewers
Ukrainian TV Channel 5 mln viewers

8. 2012

9. II International Moscow Festival “Circle of Light”.
Creative Ideas
The key concept of IMLF 2012 is the «Energy of Life», meets the idea of fast moving
changes in all areas of states and nations lives.
Festival, by the means of light art, visualizes changers , both current and future, indicates
ways for positive and life-affirming evolvement .
Creative energy of the circle unites peoples and cultures, evolves creative perspectives,
supported by modern technologies

10. PROGRAM 2012
International Moscow Light Festival includes the most emphatic Moscow
objects: Red Square, State Historical Museum , GUM, Manezh, Moscva
Hotel, St Basil’s Cathedral, Central House of Artists, Gorky Park.
Multimedia programs demonstrates different light effects that highlight the
unique features of the buildings and expound different themes of the key
creative concept of the Festival.
Shows will be demonstrated on Festival objects all days of the Festival 18:00
to 23:00.

11. PROGRAM 2012
All Festival sites are divided by categories:
1. Multimedia shows on the buildings – shows with pass thru plot-line,
demonstrated on the facades of the buildings . Includes dynamically lit
effects, accompanied by music.
2. Light installations on the buildings – programs , based on combination of
light effects, relevant for the main theme. Turns the object into light picture.
3. Spatial light installations and art objects – programs, based on dynamically
lit landscapes.
4. Laser show – light compositions, based on the object’s surface scanning by
laser beam, accompanied by music.

12. MULTIMEDIA SHOW
1. Red Square theme «Energy of Life»
2. GUM theme «Energy of Life»
3. State Historical Museum theme «Energy of Life»
4. St Basil’s Cathedral theme «Energy of Life»
LIGHT INSTALLATIONS
1. Central House of Artists theme «Energy of Art»
2. Gorky Park Entrance theme «Origin of Light»
SPATIAL LIGHT INSTALLATIONS
1. Gorky Park territory theme «Energy Cocktail»
2. Central House of Artists theme «Energy of Art»
LASER SHOW
Gorky Park theme «Energy of Life»

13. FESTIVAL OPENING
Red Square is the Starting point and the Center of the whole Festival. It also
keeps the “Focus of the Light Energy” element and feeds city with Energy.
FESTIVAL CLOSING
Festival Closing reckons up program and includes:
1. Bestowment for ART VISION and LIGHT LABORATORY winners (Central
House of Artists)
2. Pyrotechnic show (Pushkin embankment of Gorky Park)
COMPETITIVE PROGRAM
“Energy of Life” is the key theme of the Festival’s contests.
1. ART VISION is a video-mapping contest that stipulates demonstration of the
finalists’ works on Manezh façade. Participants are young 3D designers. Duration
of an entry – 10 minutes. All the works are demonstrated on Manezh during all
days of the Festival.
2. LIGHT LABORATORY. Contest is located in the Central House of Artists on
Krymsky Val. Participants – students of environmental light design. All the entries
will be exhibited in the Central House of Artists during the Festival.

14. MILF 2012. FACTS AND FIGURES
ANNOUNCEMENT:
350 mln contacts with Muscovites
20 mln contacts in Russia
30 mln contacts outside of Russia
PR-campaign and promo in Internet
FESTIVAL:
5 days 19:00 to 23.00
>1000 multimedia show and light installations
>1 mln visitors,
>100 K tourists

15. RED SQUARE AND OPENING CEREMONY
“Red Square” includes:
Multimedia projections on the facades of
GUM, State Historical Museum, St Basil’s
Cathedral
Opening Ceremony draft schedule:
19:00 – 20:00 Guests and visitors coming
20:00 – 20:40 Opening Ceremony
21:00 - 23:00 Program of the Festival
SPONSOR OF THE OPENING CEREMONY – 150 000
000 RUR

16. RED SQUARE AND OPENING CEREMONY

17. Site “Moscow” – Moscva Hotel
Legendary Soviet architecture of Moskva
Hotel, typical for Moscow of XX Century,
provides the biggest areas for the
Festival’s programs
Design and location of the building let
light designers to carry out full range of
integrated multimedia programs
Sponsor of the “Moscow” Site – 100 000 000 RUR

18. “MANEZH” Site
The laconic architecture of Manezh Exhibition
Centre allows to carry out light projecting
programs with the minimum special light
devices.
That was the one of the reasons to use the
object as the platform for ARTVISION
Competition.
During four days of the Festival the best
entries of the Contest will be demonstrated on
façade of Manezh.
International Jury will announce the winners
at the end of Festival.
Sponsor of “MANEZH” Site and ART VISION Contest –75 000 000 RUR

19. “GORKY PARK” Site
Central Park of Culture is the most popular in-
city recreation area, will be the cultural center of
the Festival.
Multimedia show will be carried out on the
Central fountain of the Park. The show includes
light design, laser projections, fire ballet, water
show and pyrotechnical effects.
The Park and Pushkinskaya Embankment in
particular, will be also used as the location for
another Competition of the Festival for the
young light designers - “Laboratory of Light”.
Sponsor of “GORKY PARK” Site (partial Sponsorship) – 15 to 50 000 000 RUR
Sponsor of the Closing Ceremony - 50 000 000 RUR

20. “CENTRAL HOUSE OF ARTISTS” Site
Central House of Artists is one of the exhibition center in Russia. This year two
facades of the House will be used for two programs of the festival:
1. Light Design competition LIGHT LABORATORY
2. “MUSIC BOX” Festival – competition among young artists for the programs
that combines light and music
That means that two most popular branches of the modern art will be presented
on the site
Sponsor of “CENTRAL HOUSE OF ARTISTS” Site (partial sponsorship) – 10 to 50 000 000 RUR

21. GORKY PARK AND CLOSING CEREMONY

22. GORKY PARK AND CLOSING CEREMONY .
Main Theme: Light of Art

23. GORKY PARK AND CLOSINGЗакрытия. .Фейерверк
ЦПКиО и Церемония CEREMONY
Main Theme: Fireworks

24. MAIN BENEFITS FOR THE PARTNERS:
 Festival demonstrates Brand’s
involvement into Moscow life and
Brand’s striving to evolve the image of
Moscow to the image of Megapolis of
21st century.
 Innovative, pictorial style of the Festival
highlights Brand’s front-edge
technologies and services.
 Each site of the Festival has its own
positioning and within the frames of the
key concept of the Festival – ENERY
OF LIFE - between Partner’s Brand,
Moscow International Light Festival and
Consumer.
 Each Site of the Festival provides its
Partner with a unique media reach up to
820 K per day, that includes both
visitors and traffic.
24

25. ADDITIONAL OPPORTUNITY FOR PARTNERS -
PLACEMENT ON MEDIA-FAÇADE OF CENTRAL TELEGRAPH
Central Telegraph is one of the most popular
and visible places of Moscow.
Since April 2012 main façade of the Telegraph
is transformed into multi-media screen for the
light shows.
Being in the center of the main and most
popular artery of the city, Central Telegraph –
is one of the mostly loved and popular places
for getting together.

26. ADDITIONAL OPPORTUNITY FOR PARTNERS –
PLACEMENT IN MOSCOW METRO
Moscow metro is not only one of the most effective
and rapid transport systems of the city, but also a
one-off architectural object, acknowledged
Worldwide.
Moscow metro suggests multiple advertising
opportunities that reinforces Moscow
communications

27. Package PARTNER OF MOSCOW INTERNATION AL LIGHT
FESTIVAL Includes:
DURING THE FESTIVAL
1/ Video-intro to the show on a site (96 releases during the Festival)
2/ Client’s TVC , duration – up to 1 minute (96 releases during the Festival), including ready video-materials
adaptation to the formats of the show
3/ Logo demonstration on the building during the technical breaks
PROMOTION INTEGRATION
4/ Integration into the video on the media-façade of Central Telegraph (Tverskaya, 7)
5/ Branding for one Metro wagonage during 3 months
6/ OOH 3х6 – up to 60 places,
7/ City-formats 1,2х1,8 – up to 50 places
8/ Super-sites 5х15 – up to 10 places
9/ Bridge (one of 4) – integration in MILF ad campaign
10/ Multimedia Screens – 10 places, duration- 10 seconds
11/ New format of city-boards 2,7х3,7 – up to 10 places
12/ Trolley-bus - 2 boards on the central lines
• All OOH communications are splitted by 50/50: 50% introduces Festival , supported by Partner; 50% - Partner
invites to its site of the Festival
ADDITIONAL OPTIONS
13/ Participation in all official events of the Festival
14/ One special reportage from the Partner’s site on Moscow 24 Channel
15/ Partner’s logo on all print materials of the Festival
16/ Production and distribution of 500 000 Z-cards with Partner’s logo, integrated into the content
17/ Integration into VIP guide-booklet of the Festival
18/ Invitation to all events of the Festival, both VIP and Standard
19/ Partner’s reference in the materials and programs
20/ Opportunity to use Festival symbols in Partner’s communications during a year .
21 / Opportunity to carry out BTL activities on the site of the Festival
* Price for the Package could vary in relation to the chosen placements.

28. International Moscow Festival «Circle of light»
2012
Waiting for you at our
«Circle of light»!