International Advertising

Advertise in Sofia

Advertise in Sofia with One Day Agency

Reach Large Audiences in Bulgaria With Targeted Outdoor Advertising in Sofia

Sofia, Bulgaria's capital and biggest city, is a largely untapped advertising opportunity. However, this economic, cultural, and political centre represents a chance to secure excellent returns in a city where outdoor advertising makes up as much as 10% of the total marketing mix.

Out-of-home advertising has grown quickly in recent years, spiking 30% within just a three-year period. The low barriers to entry and competitive costs make advertising highly affordable, even for smaller businesses and brands.

International companies looking to broaden brand awareness and reach southeastern European viewers use strategic advertising in Sofia to engage with diverse audience segments. There are several standout locations, including the well-known Bulgaria Boulevard, positioned between Gotse Delchev Boulevard and NDK, which is famous for its rows of 56 brightly lit digital billboards.

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Why Advertise in Sofia?

Sofia has emerged as a hub for tech start-ups and entrepreneurs, largely due to its excellent digital infrastructure, local affordability, and access to well-educated workforces who actively seek opportunities to work in innovative, dynamic, and challenger industries.

In turn, this has appealed to a significant number of international corporations, making the ancient capital city an up-and-coming centre for commerce and tech. Brands keen to tap into this vibrant and enthusiastic backdrop can access high-profile advertising campaigns at significantly lower budgets than in other capitals.

Annual tourist arrivals of 1.27 million double the city's population of 1.2 million, with international travellers comprising 61% of passenger traffic. This represents a 10% increase in visitors heading to Sofia in just a 12-month period.

The influx of arrivals includes tourists and business travellers from Europe and the US, contributing £118 million a year to the national economy and marking Sofia as a location of continually greater interest.

Why One Day?

One Day works with clients throughout the UK, Europe, and further afield to establish high-impact campaigns that position brands in key locations, from competitive markets to emerging jurisdictions and economies, with excellent opportunities to capture market share or tap into the appetite for global goods and services.

Our integrated approach blends a full suite of skills and specialisms, from creatives to digital and media procurement. We ensure the brands we work with leverage strategic support and end-to-end assistance, developing silo-free campaigns that deliver superb results.

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Advertise in Sofia: Key Formats

Billboard Advertising

Out-of-home billboards remain a high-profile and prevalent form of advertising in Sofia, with as many as 80% of the placements in and around Bulgaria Boulevard consistently reserved for the entirety of the summer season, when the busy tourism sector enhances impressions and returns.
Brands can opt for rooftop billboards and facades around pedestrian areas, targeting locals, businesses, and visitors around high-footfall attractions and centres like Vitosha Boulevard, the main commercial street, the historic St. Alexander Nevski Cathedral, or along arterial routes linking with the Mall of Sofia.

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Digital Billboards and Screens

Sofia's focus on innovation ensures there are numerous immersive and contemporary digital billboards and screens to choose from, including those in Paradise Centre, the largest retail space in the capital. This complex incorporates a fitness centre, a cinema, and a children's play area, attracting thousands of visitors a month.
Other high-demand options include digital screens within the public transport networks and promotional displays at the Sofia Ring Mall, which is known for its modern design and convenient location, where a large proportion of visitors have an established intent to buy.

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Transit Advertising in Sofia

The well-connected public transport systems in Sofia are heavily used as a low-cost and convenient way to travel around the city, with options to advertise via trams, buses, the underground metro or the trolleybuses, alongside train services connecting the capital with other Bulgarian cities.
Brands make best use of captive audiences waiting for services along the 54 suburban rail lines that link Sofia with the surrounding residential areas, take over stations and stops along the four interconnected lines of the metro, or utilise advertising around Central Station to maximise impressions.

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Airport Marketing

Sofia International is Bulgaria’s biggest airport, serving nearly eight million passengers a year and acting as a hub for airlines keen to extend their routes connecting travellers with Europe, the Middle East, and the Caucasus.
Businesses use billboards within the two terminals to target arrivals and tourists, promote their services in the business lounges to engage with frequent flyers, or optimise audience engagement with highly visible promotions along the airport public transport connections.

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Place-Based Advertising in Sofia

Ambitious brands with specific audience demographics use place-based advertising to ensure they pick locations and formats that have a significantly higher chance of capturing attention from their desired viewer, using in-depth research and behavioural analysis to make strategic decisions.
For many, the National Palace of Culture - Congress Centre Sofia is a premium location, the largest complex of its kind in southeastern Europe. The Inter Expo and Congress Centre also offers opportunities to advertise during exhibitions and conferences to niche audiences and sectors.

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Latest Out-of-Home Campaigns.

See below our selected work in media planning and buying, click or tap to view.

Technology Services - International OOH Campaign

FMCG - Out-of-Home Campaign in Ireland.

Non-Alcoholic Beer - Out-of-Home Campaign & TV

More OOH Case Studies

Meet the Media Planning Team

Klaudia

Head of Department

Shelby

Media Planning & Buying

Scott

Media Planning & Buying

Meet One Day Team

“Sofia is a growing hub for business and culture—and One Day Agency helps brands stand out in its busiest spaces. From airport terminals to city centre billboards, we deliver targeted OOH campaigns that drive visibility and results.”

Ricardo Seixas, Founder and CEO, One Day Agency

Frequently Asked Questions.

Bulgaria's capital is a bridge connecting the eastern Balkan countries with the Middle East. However, it is still very much part of Europe and is an EU and Schengen area member, which means it is a convenient business destination for commercial enterprises and investors.
Bulgaria's proximity to Serbia, North Macedonia, Turkey, Greece, and Romania means it has a fairly unique position between different jurisdictions. This allows brands to promote their services or messaging to diverse, multicultural audiences alongside millions of international tourists.
Bulgaria has rapidly become a go-to holiday destination, with tourists from Romania, Greece, Turkey, the UK and Germany making up 50% of all travellers heading to the country for leisure – almost all of whom will begin their holidays in Sofia.
Demand, driven by affordability and the lack of overdevelopment and crowding, has given Bulgaria a competitive advantage over longer-established destinations. This contributes to forecasts for a 20% growth in tourism spending between now and 2029, further augmenting the potential audience that brand advertisers can engage with.

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What our clients are saying…

Codorníu Raventos - International Brand Manager Europe & Asia

“About Nielsen data: It is once again very positive for us because while the category fell by 11.6% in value, and the cava category decreased by 5.6%, we are once again the green dot in the data, growing vs. the previous year's and increase of market share. These results are clearly related to the MKT campaigns during April and July. So, once again, thank you very much for your wonderful support. We are achieving great things in the UK thanks to these impactful marketing campaigns.”
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