Yerevan/Mediamax/. “ArArAt” brand and “MEDIACRAT Company have jointly elaborated an innovative concept of “100 Legends of ArArAt”.

“100 Legends of ArArAt” is a unique collection of ancient Armenian legends, collected by historians and ethnographers of Armenia and illustrated by modern Russian painters of “TZEH” Creative Union. Within the framework of the promo campaign, each visitor of an establishment, participating in on-trade program, while ordering a glass of “ArArAt”, receives a gift envelope with one legend. The striving to get a collection of legends stimulates to purchase another glass.

“The gift should necessarily have emotional and intellectual value; it should motivate involvement of the consumer in the world of “ArArAt”. This is how the idea of “100 Legends” new project was born. We gained an innovative promo tool, fully meeting the set tasks and meeting the brand platform of “ArArAt””, the official statement of “ArArAt” reads.

“ArArAt” and MEDIACRAT plans for the nearest future include publication of “100 Legends of ArArAt” in a book format in Armenian, Russian and English languages, realization of exhibitions basing on art-materials of the project in Moscow and Yerevan.