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Ukraine WOW
Project type
ποΈ Cultural PR / Interactive Exhibition
Role
π©π»βπ» PR Manager
Period
π Sept 2019 β Jan 2020
Location
πKyiv, Ukraine
Target Audience
π₯ Ukrainians of all ages, cultural explorers, media, influencers, and families
Recognition
π Most visited exhibition in Ukraineβs modern history (333,000+ visitors)
π Winner of Golden SABRE Awards (EMEA)
π Winner of Effie Awards Ukraine
Situation
Ukrainian Railways traditionally celebrated its anniversary with internal events. But in 2019, the company approached Gres Todorchuk with a new ambition: to create something more meaningful and memorable.
The result was Ukraine WOW β a groundbreaking interactive exhibition inside a railway hangar, designed to take visitors on a journey across Ukraine through engaging, hands-on experiences.
The core idea was to make people go βWOWβ about Ukraine β its culture, history, geography, and people β and to inspire them to explore the country through travel.
Task
My goal as PR Manager was to attract wide public attention and drive national turnout for the exhibition β using only earned and organic media. I led all communications and press strategy to ensure Ukraine WOW became a cultural phenomenon.
ACTION
I developed and executed a full-scale earned media strategy that included:
β
Writing and distributing several waves of press releases:
ππ» A pre-launch announcement to build early excitement
ππ»A launch-day release to maximize opening coverage
ππ»A post-launch release highlighting record-breaking visitor numbers
β
Ongoing media outreach and journalist coordination across national and regional outlets
β
TV and radio coverage: arranged speaker interviews and secured spots on cultural and current affairs programs
β
Accreditation and guided tours for journalists and media crews
β
Close coordination with influencers and celebrities, including invitation management and content facilitation
β
Regularly updating event listings on popular "What's On" platforms to maintain exhibition visibility throughout its run
RESULT
βοΈ 333,000 visitors in 4 months, setting a new national attendance record
βοΈ Winner of a Golden SABRE Award and an Effie Award
βοΈ 100,000,000+ contacts through Ukrainian and international media coverage
βοΈ 120+ press release publications across major media outlets
βοΈ 110+ online event listings and previews
βοΈ 67 long-form articles and special reports
βοΈ 25 TV segments and 10 radio broadcasts aired nationally
βοΈ Over 8,000 social media posts by visitors
βοΈ Coverage and mentions from 100+ influencers and public figures
