Press conference in honor of the 20th anniversary of McDonald’s in St. Petersburg


Clever marketing has extensive experience in organizing different projects. We have more than 2000 successful projects of promotion Russian and international brands in our piggy bank.


Today we will tell you about how we were preparing a press conference for McDonald’s.


Goals and objectives


Such a format requires careful preparation, because the event is attended by senior management and journalists who cover the event in the media.
Our goal was to organize a press conference aimed at strengthening the brand’s leadership position in the market and improving its image indicators


We have broken down the goal into specific tasks:

  1. 1. Scenario development

2. Logistics and installation of equipment

3. Festive decoration
4. Reporting


Geography: Saint Petersburg.


About the project


McDonald’s has more than 500 restaurants in the regions of Russia. In 2016, the city of St. Petersburg and the Leningrad region had 73 establishments (63 – in the northern capital, and 7 restaurants in the region).


In September 2016, the company celebrated its 20th anniversary in the region. On the eve of the anniversary, the brand turned to our agency to organize a thematic conference to summarize the results of all the years, tell about the current position of the company in the Russian market and plans for the future.


Next, we will tell you in detail about how our team helped in organizing the promo campaign.




The customer has assigned us a full range of tasks for the project:


Rent of premises


Together with the client, it was decided to hold a conference in the restaurant, which is located in the very center of the northern capital (Kamennoostrovsky Prospekt, 39).


This is a key place for all fast food lovers, because it was here exactly 20 years ago that the first McDonald’s in St. Petersburg was officially opened.
The next step was to create an event plan.


Scenario development


At the beginning, the journalists were given a tour of the production facilities and the kitchen, which are usually hidden from the eyes of visitors. Guests were able to see the process of cooking “Makzavtrak”.


Then Alexey Semenov, managing director of the McDonald’s restaurant chain in Russia, spoke about the results achieved in the region.

From the very beginning of its activity, the company has adhered to two principles-providing comfort to customers and an individual approach. According to Alexey, this approach to work has become a key factor in the fact that for 20 years the organization has held a leading position among other fast food establishments.


The popularity of the brand is evidenced by the fact that over twenty years, McDonald’s has been visited by more than 500 million people in total. Every day, more than 160 thousand people become guests of the establishments (statistics for St. Petersburg and the Leningrad region).


Separately, they talked about the high quality of products, which is achieved thanks to an established system of supply of fresh raw materials. Alexey noted that in 2016, most of the suppliers are Russian manufacturers, which cover 85% of the volume of necessary packaging, milk, eggs, etc.


Technical equipment


In order for the event to pass without hitches, high-quality equipment and equipment are important. Microphones and speakers were purchased and installed so that all guests could hear the speakers ‘ speech, even standing in the back of the hall.


Also during the speech, the topic of equipment and modernization of regional institutions was touched upon. For the comfort of customers and to increase the speed of service, new options were introduced everywhere: electronic terminals for accepting orders, MacCafe, MacAvto and Macexpress services.



The goal of our team is to leave a positive impression of the brand among all those present. That is why we paid enough attention to the festive decoration (balloons, garlands, signs).


In his speech, Alexey did not forget to touch on the topic of introducing innovative design in restaurants. He noted that all elements of the interior of the premises should carry a positive message and reflect the philosophy of the brand, which focuses mainly on families with children.


The design is what helps to create the right comfortable atmosphere in which everyone feels at home.


The last stage was the summing up and preparation of reports.




We took photos and videos of the process in order to eventually provide reports to the client. The customer was satisfied with the quality of the event preparation, so we feel free to add the promo campaign to our piggy bank and share the results with you.




We helped our regular partner to organize a conference dedicated to the anniversary celebration.


All the goals were achieved:

  1. 1. A pre-agreed plan with the client helped to avoid hitches.

2. Technical support and sound tuning allowed each visitor to enjoy the speakers ‘ performances.

3. Festive decoration created the right atmosphere in the restaurant and raised the spirits of all guests.




One of the key areas of our agency’s work is the organization of promotional events aimed at promoting the company, increasing sales and increasing awareness. Do you want to hold a festive opening of a new retail outlet or find promoters for the promotion in stores?


Leave a request, and we will contact you to discuss the project!

Merchandising for “Nasha mama” in the chain of hypermarkets “Karusel”

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