VELOHORA is one of Moldova's largest cycling festivals, launched in 2009 by the natural mineral water brand Gura Căinarului. PARC Communications contributed to seven editions of the festival, held from 2009 to 2014 and in 2016.

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Objective

To create a long-term public initiative for Gura Căinarului, connecting the brand with active lifestyles, family values and the development of cycling culture in Moldova.

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The festival was designed to attract new participants each year, bring together cyclists and the wider urban community, and offer engaging activities for people of different ages.

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Approach

VELOHORA combined a mass cycling ride through the streets of Chișinău with a diverse programme of sporting, cultural and entertainment activities.

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PARC Communications contributed to the development of annual festival concepts, coordinated event preparations and delivery, worked with partners and contractors, and provided promotional and media relations support.

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The programme expanded over the years to include cycling competitions, family activities, themed fairs, concerts, contests and prize draws.

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Moldovan cultural traditions became an important part of the festival experience. In 2016, VELOHORA was held over two days for the first time, under the theme “Explore a Fairytale World by Bike”. The programme featured performances by 350 artists, while 130 traditional craftspeople exhibited their work at a themed fair.

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Cycling safety became a dedicated area of communication. In 2012, PARC Communications developed the public awareness campaign “One Road – One Life!” for Gura Căinarului in cooperation with the Traffic Police. The campaign included educational activities in Chișinău high schools, video materials and information brochures explaining traffic rules for cyclists. Volunteers from the VELOHORA cycling patrol also helped raise awareness of road safety.

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Results

Over seven editions, VELOHORA grew from a mass cycling ride into a major city festival combining sport, culture, family activities and social initiatives.

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Participation increased from approximately 1,500 people in 2009 to 14,000 in 2016.

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The festival attracted extensive national media coverage, brought together numerous partners and became a recognised event within Moldova's cycling community.

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VELOHORA continues today. The festival is held in Chișinău as an independent project developed by other organisers. Rusnac-MoldAqua maintains its connection with the initiative, with its Gura Căinarului and OM brands continuing to support the festival alongside other partners.