How Regina Todorenko Became a Spokesperson for Europolis
In 2021, the Europolis Shopping Center in Rostokino chose Regina Todorenko as its spokesperson. Maxim Levchenko, Managing Partner of Fort Group, explains why the company signed a contract with the TV host and singer.
Over the past two years, we’ve been implementing a reconception at Europolis: now, it’s a completely different shopping center in terms of its spirit: there’s a new design, new planning, a new set of stores, and a new food hall with 50 gastronomical concepts. And to draw attention to all of it, we needed a new spokesperson.
We have a total of 15 shopping centers in Moscow and St. Petersburg. Such methods of promotion don’t make much sense when it comes to small- and medium-sized projects, but Europolis in Rostokino is a big project – it’s a superregional center that ranks among the country’s TOP-5 largest, so we decided to find a person who would be a good fit for representing it. We expect people from all across the city to come here. By the way, our first Europolis in St. Petersburg was also launched with a celebrity. Dima Bilan was a spokesman for the shopping center at the time. And this practice has been proven to work.
Why Regina Todorenko? We have a very wide target audience – it’s challenging to determine whom our center is primarily targeting. That’s why we spent so much time looking for a public figure who would have as wide an audience as we do. And when, after all those long debates, Regina Todorenko’s name was voiced, we thought she would be a great fit. She’s popular, stylish, pretty, high-profile and well-recognized. She’s a popular TV host and a blogger with a multimillion army of followers. She’s pleasant to chat with and the content she broadcasts for her audience is also positive — it’s about traveling. On top of all that, she’s also a young mother. That’s also extremely important for us, because she doesn’t just attract teenagers or young and stylish people, but also families. And the main thing is that people associate Regina with something positive.
Regina Todorenko
TV host and singer. She was born on June 14, 1990, in Odessa.
In 2013, she graduated from the Kyiv National University of Culture and Arts with a master’s degree in the theatrical arts.
Since 2007, she has been working on TV, and in 2014, she became the host of Heads and Tails (“Oryol i Reshka”). In 2018, she married singer Vlad Topalov. In 2019, Forbes ranked her second in terms of Instagram revenue among Russian celebrities. Her earnings through social media were estimated at $0.86 mln. She has 8.4 mln followers on Instagram and 1.04 mln subscribers on YouTube.
We’ll end up spending tens of millions on the advertising campaign, although it’s still too early to be specific about the amounts. We’ve already shot two video clips that will be re-cut later, if necessary. The videos are big, so we’ll be able to cut them down into short formats for sales, gender-specific and other holidays: February 23, March 8, Christmas, etc.
We also conducted a photo session, so we’re prepared for a comprehensive promotional campaign. Actually, we’ve shot materials for all occasions. There are clips for Instagram, TV and YouTube. To start with, we posted them on our social media, and a post was made on Regina’s Instagram.
Later, at the end of winter, we’ll add outdoor advertising. Additionally, we’ll involve bloggers focusing on food, fashion, etc.
For the advertising campaign, we’ve chosen the slogan “Just imagine...” With various endings: “Just imagine... A shopping center without a fountain.” “Just imagine... Free parking, so you don’t have to hurry.” “Just imagine... All your purchases in one place.” “Just imagine... There’s no need to go downtown anymore: 50 gastronomical concepts.” So, we have defined our unique product offers. By the way, there are also options without Regina, for example – those targeted exclusively at the teenage audience, such as “Just imagine... 250,000 sq. m to create content.” The entire campaign is aimed at reminding Moscow residents of the center while setting the right mood.
