About the project
From July 5–7, 2024, the 8th Tolstoy Theater Festival occurred at the historic Yasnaya Polyana Estate Museum. The festival opened with a landmark performance of “Resurrection” by the Alexandrinsky Theater, directed by Nikita Koblev and staged in the open air. The production was based on L.N. Tolstoy's novel of the same name.
Supported by the Russian Ministry of Culture and the Government of the Tula Region, the festival also received ongoing backing from longtime partners Russian Railways (OJSC RZD), VTB Bank, and Rostec, which has supported the event since 2016.
This year’s program upheld the festival’s tradition of presenting a wide range of theatrical formats—from grand-scale performances to promenade shows—along with original productions developed through the “Power of Words” artist residency. The festival is led by Ekaterina Vladimirovna Tolstaya, the writer's great-great-great-granddaughter.
Supported by the Russian Ministry of Culture and the Government of the Tula Region, the festival also received ongoing backing from longtime partners Russian Railways (OJSC RZD), VTB Bank, and Rostec, which has supported the event since 2016.
This year’s program upheld the festival’s tradition of presenting a wide range of theatrical formats—from grand-scale performances to promenade shows—along with original productions developed through the “Power of Words” artist residency. The festival is led by Ekaterina Vladimirovna Tolstaya, the writer's great-great-great-granddaughter.
PR challenge
A key objective of the project was to ensure comprehensive media coverage of the festival’s diverse special programs. In 2024, the festival saw the return of its music program, along with film screenings, lectures, and educational sessions—broadening its cultural offering and audience reach.
A notable highlight was the presentation of “Two Tatianas: Leo Tolstoy’s Daughter and Granddaughter,” a book by Tolstoy’s great-granddaughter, Marta Albertini. Attending the festival for the first time, Albertini shared personal stories about her grandmother, Tatyana Lvovna Tolstaya, in an intimate public interview.
As in previous years, organizing a press tour was a strategic priority—ensuring the production of high-quality editorial coverage that captured the spirit and depth of the festival’s programming.
A notable highlight was the presentation of “Two Tatianas: Leo Tolstoy’s Daughter and Granddaughter,” a book by Tolstoy’s great-granddaughter, Marta Albertini. Attending the festival for the first time, Albertini shared personal stories about her grandmother, Tatyana Lvovna Tolstaya, in an intimate public interview.
As in previous years, organizing a press tour was a strategic priority—ensuring the production of high-quality editorial coverage that captured the spirit and depth of the festival’s programming.
Project PR team
Tanya Nemirovskaya, Daria Gnashko, Yulia Milyukova, Ksenia Listratova, Ekaterina Churicheva
Results
— Secured over 300 media mentions, including:
— Hosted a press brunch at Leo Tolstoy’s Moscow mansion, styled as an intimate family tea gathering;
— Organized both a press tour and a blog tour to Yasnaya Polyana;
— Managed the festival’s social media channels and regularly updated content on the official website.
- 91 in national media outlets
- 123 in Telegram channels
- 156 by bloggers and digital influencers
— Hosted a press brunch at Leo Tolstoy’s Moscow mansion, styled as an intimate family tea gathering;
— Organized both a press tour and a blog tour to Yasnaya Polyana;
— Managed the festival’s social media channels and regularly updated content on the official website.
Media exposure
TV: Channel One, Russia-1, Russia-24, NTV, Kultura, RBC.
Radio: Kultura Radio, Silver Rain, Orpheus, Business FM, Radio of Moscow.
Print and digital media: Kommersant, Rossiyskaya Gazeta, Nezavisimaya Gazeta, MK, RBC Style, The Blueprint, Buro, Afisha Moscow, Art Focus, MyDecor, and others.
Radio: Kultura Radio, Silver Rain, Orpheus, Business FM, Radio of Moscow.
Print and digital media: Kommersant, Rossiyskaya Gazeta, Nezavisimaya Gazeta, MK, RBC Style, The Blueprint, Buro, Afisha Moscow, Art Focus, MyDecor, and others.
