Crisis campaign for the “Balkanton” building

In 2025, PR Play delivered a crisis-communications campaign for the investor and owner of the iconic former “Balkanton” record-company building in the Lagera district of Sofia, triggered by rumours about the building’s fate. The civic association “Lagera” posted false claims on social media that the building would be demolished to build seven residential blocks. Because the site is part of Bulgaria’s musical memory – associated with recordings of many of the country’s best-known artists – the post sparked immediate public outrage, including threats of protests and road blockades. Within hours, the rumour escalated into a broader controversy involving the music community and local authorities, against a backdrop of political instability in the Sofia Municipal Council and calls for the resignation of the mayor and the replacement of the chief architect.

The campaign aimed to stop escalation through rapid, fact-based rebuttal, protect the investor’s reputation, and shift the conversation from “demolition” to “preservation and renovation.” The crisis was contained early, followed by 10 days of post-crisis communications to reinforce verified facts.