mc Group promoted the European Games of the European Olympic Committee (EOC) in ten European countries, including Berlin, where the mc headquarters is located, Poland, Holland, Belgium, Spain, France, Italy, Austria, Switzerland and also Israel.

The European Games bring together the best European athletes in a selected country every four years. There, the athletes have the opportunity to qualify for European Championships and even the Olympic Games. In June 2015 the first European Games took place in Baku, Azerbaijan. This year the Belarusian capital Minsk hosted the 2nd European Games.

Belarus welcomed athletes, sports enthusiasts and visitors from all over Europe with open arms and offered the best of Belarusian sportsmanship, culture and hospitality. This year, the athletes had the opportunity to qualify for the 2020 Olympic Games in Tokyo in eight of the 23 disciplines. For Belarus, the European Games were a milestone in the history of the young country. Belarus was chosen as the host country in 2016 because of its well-developed sports infrastructure, its extensive experience in hosting top international competitions, and its pool of qualified professionals.

In this campaign, mc Group provided both an insight into Belarusian culture, society and the European Games, which took place under the motto “Bright Year – Bright you”. The interplay between the sports event and tourism was one of the main points of the campaign. Another special feature was the focus on the sustainability of the Games.

mc Group supported the organizer of the European Games, the Minsk European Games Organizing Committee, in all PR activities. mc Group organized press conferences and talk shows in ten European countries, organized topic-oriented press trips to Minsk and produced nation branding videos about Belarus. The mascot of the games, the baby fox Lesik, also toured through Europe. A detailed microsite and a newsletter kept fans and interested parties up to date. From now on, the microsite informs all interested parties about the many different destinations in Belarus.

The successful PR campaign reached over 90,000 viewers. Approximately 35,000 spectators travelled to the Eastern European country to experience the Games, the country and the culture at first hand. The almost 4,000 athletes ensured exciting competitions. The Russian team emerged as overall winner. Germany dominated especially in table tennis. Here Timo Boll and Han Ying in individual table tennis and Patrick Franziska and Petrissa Solja in mixed table tennis qualified for the Olympic Games 2020.