What can we expect from the 10 million euro advertising campaign for the euro?

Probably everyone in Sofia has already seen the large advertising posters in the metro for the introduction of the euro in Bulgaria on January 1, and if not, they have certainly heard about it on the radio. The government promised a massive campaign and the contracts for it have already been signed. Next year, we can expect massive television broadcasts, many events, informational materials, and even a drone show.

Nearly BGN 5 million for the metro and television

Advertising in the metro will be carried out by three companies. Metroreklama has been awarded a contract worth BGN 782,427 for advertising in 10 stations on the First Metro Line and in the carriages of the Obelya and Zemlyane depots. Instor Media will cover 10 stations on the First Metro Line and 12 stations on the Third Metro Line for BGN 572,634, while Motion Arts will manage advertising in 12 stations on the Second Metro Line with a contract worth BGN 473,867. The metro campaign is planned from July 2025 to July 2026 and exceeds a total of BGN 1.8 million.

Television stations receive the largest budgets. Nova Broadcasting Group will broadcast up to 30-second clips on Nova TV, Diema Family, Kino Nova, and Nova News. The contract is worth BGN 1.2 million, with a minimum of 694 broadcasts planned—282 paid and 412 bonus. The contract with bTV Media Group is smaller, with the television station receiving BGN 1.16 million for a minimum of 1,092 broadcasts, of which 660 are paid and 432 are bonus. Bulgarian National Television is also part of the campaign with a contract worth BGN 1 million, committing to a minimum of 1,541 broadcasts of clips. Bulgarian National Radio will broadcast information spots on its national and regional programs for BGN 299,999.

Several companies are participating in a separate tender for the creation of audio-visual materials for the production of the clips themselves: IT Progress EOOD, IT Hand Played, and Hand Played OOD. Their task is to produce the informational clips, which will then be broadcast on television and radio. The contract is worth BGN 450,000 and runs until 2028. The clips must be conceptually and stylistically linked, consistent in their messages, and attractive enough to hold the audience's attention.

Their main purpose is to explain in accessible language the entire process of introducing the euro – from practical issues such as dual pricing and currency exchange to the broader perspective of the benefits for business and the economy. The Ministry of Finance explicitly states that effective communication is an important prerequisite for the smooth replacement of the lev with the euro and for avoiding unnecessary tension. The campaign must also counteract any forms of misinformation that may cause concern among citizens.

In addition to television and radio campaigns, materials will also be produced. DMI Development has signed a contract worth BGN 800,000 for the production and delivery of printed information materials, while Izdatelskata Kushta Sv. Georgi Pobedonostets EOOD will provide souvenir products worth BGN 300,000.

The total amount invested in advertising, videos, and informational materials exceeds BGN 4.4 million. The Ministry of Finance emphasizes that effective communication is essential to counter misinformation and ensure a smooth transition from the lev to the euro.

Events with drone shows

In parallel with the advertising, large-scale events are planned for the introduction of the euro in our country. The Sofia-based “Company for International Congresses” has been awarded a contract worth BGN 1.46 million for the organization of conferences, information days, and special events.

The program includes four national conferences, six major information events, and working meetings with business representatives and citizens in each administrative region. Sixty-four information days will also be organized in municipalities across the country. The campaign also includes attractive visual events – up to 28 drone shows lasting up to 3 minutes, as well as 3D mapping light shows that will tell the story from Bulgaria's accession to the EU to the introduction of the euro.

The aim of these events is to raise awareness among the general public by combining an educational function with striking visual messages. The Ministry of Finance emphasizes that it is important to use modern communication techniques to reach the widest possible audience and ensure public support for the process.

Translated with DeepL.