Opening of the Restored Central Halls

The Central Halls, the symbol of Bulgaria’s capital, which stood abandoned and deteriorating for years. In 2022, Kaufland acquired the building from its previous owners. The ownership change triggered protests, further fueled by political parties that used the topic as a populist platform during Bulgaria’s seven snap elections over the past two years. V+O Communication and Kaufland’s in-house PR team developed a crisis communication strategy to reshape public opinion, position the company as the savior of the Halls, and build positive anticipation for the reopening. Our approach was built on transparency and stakeholder engagement—including the media—throughout the restoration process, turning them into project ambassadors. The strategy covered the 6-month period leading up to the grand opening and two weeks after. The campaign featured targeted events for different stakeholders. Native publications and expert interviews showcased Kaufland’s efforts to preserve the monument for future generations.A Public Advisory Board was also established, consisting of prominent figures from Bulgaria’s cultural community, winning the trust of cultural leaders. The event became one of the most highly anticipated events in Sofia, receiving 100% positive media coverage. The campaign successfully ended negative political rhetoric on the topic, turning critics into supporters. The grand opening was warmly embraced by the public, who actively shared their positive feedback across social media.