Opening of the Restored Central Halls

The Central Halls is one of Sofia’s iconic landmarks, which had long stood abandoned and deteriorating. In 2022, Bulgaria’s largest retail chain, Kaufland, acquired the building from its previous owners. The ownership change triggered public protests, further fueled by political parties using the topic for pre-election rhetoric. V+O Communication and Kaufland’s PR team developed a comprehensive communication strategy to shift public opinion, position the company as the savior of this emblematic building, and foster a positive perception of the upcoming reopening. The strategy was based on transparency and active stakeholder engagement, including media, throughout the restoration process, turning them into project ambassadors. The campaign spanned six months before the opening and two weeks after. A series of targeted events engaged key stakeholders, supported by native publications and expert interviews highlighting Kaufland’s investment in preserving this cultural monument. A Public Advisory Board was formed, featuring renowned figures from Bulgaria’s cultural sector, who gained the trust and support of the artistic community. As a result, the reopening of Central Halls became one of Sofia’s most anticipated events, receiving 100% positive media coverage. The campaign successfully ended negative political rhetoric, transforming critics into supporters. The public enthusiastically embraced the reopening, sharing overwhelmingly positive feedback across social media.