Promoting the Largest Bar Space in Russia
Bla Bla Bar Novosibirsk
Bla Bla Bar, Novosibirsk — the largest bar venue in Russia, opened in 2020.
It’s a unique 2,058 m² location that brings together 29 different bar concepts under one roof.
PROJECT GOALS
Like many industry professionals, the client was unsure how to introduce such a unique concept to the Novosibirsk market.
Our goal was to raise awareness and position the venue successfully.
SOLUTION & WORKSTREAMS
One of the key factors behind the success of this case was an outstanding team.
Andrey Vasin – Owner of Bar “113,” entrepreneur, and restaurateur. The team leader, a high-level professional, and a true enthusiast.
Vadim – Bar manager. A master of his craft, able to create a cocktail from just about anything.
Denis Shchenev – Knew every DJ in town, skillfully kept the crowd engaged and organized various shows.
Evgeny Kalinkin – Art director, brought in impressive corporate clients.
Pavel Yuryevich – Head of security. A human rock — nothing feels unsafe when he’s around.
Mansur – A partner without whom this level of success would have been impossible.
“When you have a great team, no challenge is too big, and mountains get moved.”
— Anton Novgorodtsev, marketing lead on the project
Brand Guidelines Development
We created a 21-page brand guide detailing the use of the logo, typography, color palette, graphic elements, and branded materials.
Targeted Advertising Launch
We ran 10 high-reach campaigns on VKontakte, using social media to drive visibility.
Contextual Advertising
A display ad campaign was launched through Yandex.Direct using the RSYA partner network.
SMM
- Designed the social media visual identity
- Managed and moderated the accounts
- Developed a content plan and implemented branded hashtags
- Created an interactive face filter, allowing users to choose which bar to visit
PR
We executed a full-scale PR campaign. Some key results:
- 47 publications in local and national media from a single press release
- 20+ press tours conducted with journalists
- Shortlisted in the TOP 10 of the NGS People’s Choice Awards
Print Materials
We designed promotional materials for both in-house use and outdoor advertising.
Loyalty Program
Every guest could download a virtual loyalty card to their phone and receive cashback with every order.
RESULT
> 1 million
unique reach
< 50,000 RUB
total advertising budget
100,000+
unique guests attracted
2,200+
guests on average every weekday
100+
influencers promoted the bar organically (no paid budget)
39
media publications
26,000+
followers with an engagement rate (ER) > 2.5%