Creative Concept · Large-Scale Events · Local Community Relations · Partner Communications

On September 10, 2017, PARC Communications organised the first Sweets and Sugar Beet Festival, “Regina Dulce”, in Drochia. The festival marked the 60th anniversary of Südzucker Moldova's Drochia sugar factory and was part of the agency's long-standing work with the company to strengthen relations with local communities and regional partners.

Objective

To develop and organise, together with the regional authorities, a festival highlighting the importance of sugar beet cultivation and the sugar factory for the Drochia district and northern Moldova, while strengthening the company's relations with the local community.

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Challenge

Despite the sugar factory's important economic role, some Drochia residents were critical of certain effects of its operations, including occasional odours and heavy vehicles passing through the outskirts of the city. The festival was intended to create a positive opportunity for interaction between the company, local authorities and residents.

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Approach

The festival was initiated by the Drochia District Council and supported by the Drochia City Hall. The project was organised under the auspices of the local authorities, who wanted to establish a new annual celebration for the region.

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• PARC Communications developed the creative concept, name and visual identity of the festival. Sugar beet leaves form a crown, an image that became the basis of the “Regina Dulce” branding. Sugar beet is also traditionally known as the Queen of the Fields in Moldova.

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• Well-known personalities from Drochia were involved in promoting the festival, including popular TV presenter Lilu, who was born in the district and hosted the event.

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• More than 20 local confectionery and food businesses and Südzucker Moldova partners participated, along with 10 local municipalities bringing traditional bakers and pastry makers from villages across the Drochia district.

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• An exhibition of modern agricultural equipment was organised for Südzucker Moldova, while visitors were offered guided tours of the Drochia sugar factory.

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• The festival programme included a daytime concert featuring mainly artists from Drochia, family entertainment, an evening concert and fireworks.

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Results

The festival attracted more than 10,000 residents and visitors to Drochia. The Prime Minister of the Republic of Moldova visited both the festival and the sugar factory.

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The event received extensive coverage in national and regional media and generated considerable engagement on social media.

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The festival continued in 2018 and 2019, becoming a notable event in the region's cultural life and helping promote Drochia as the “Sweet Capital of Moldova”.