Branding Ukraine: Lip-Synching a Happy Tune

Branding Ukraine: Lip-Synching a Happy Tune

A few TV that is international recently began rotating Euro 2012 marketing videos “High time and energy to see Ukraine.” These minute-long videos invite audiences to come calmly to an appealing and little-known Eastern country that is european one with ideal, clean streets and populated by nice-looking, athletic people. This advertising is component of a strategy that is new improve Ukraine’s image abroad in the behest of last year’s Foreign Ministry effort. Some top official decided the nationwide image required an urgent facelift and our Foreign Ministry has attempt to strike this nigh-impossible task.


This must certanly be at the least the next effort in post-Orange Ukraine to update the image that is nation’s. The initial ended up being produced in 2005 by Foreign Minister Borys Tarasiuk when their tender that is ministry’s committee led by Volodymyr Makukha, invited bids from businesses with the capacity of arranging marketing promotions abroad. Konglomerat, then a company that is unknown had been announced the champion. Prior to the competition, Konglomerat supplied assessor solutions and would not have even a site or perhaps a profile regarding the PR market. Nonetheless, it received UAH 12.8 million from the continuing state to brand name Ukraine abroad. A scandal erupted; the agreement ended up being severed, nevertheless the cash had been never ever retrieved. Between signing and terminating the contract, Konglomerat somehow was able to hold Ukrainian Cinema Days at a Berlinale minus the event’s organizers also once you understand they victoria hearts dating certainly were here. In 2007, their state provider for Tourism and Resorts connected to the heritage Ministry made a decision to market the tourist brand name winters that are“snowy in our nation underneath the motto “Ukraine. For snowlovers.” Grand-Print Ukraine won the bid and received UAH 8 million to “make a breakthrough into European information areas.” Promo videos had been shown and released on Euronews and nationwide Geographic 80 times each. At the very least there is some real item, though it arrived at a price that is steep. Over time, Ukraine’s efforts to abroad boost its image are becoming infamous in an effort to effortlessly and quickly pull off embezzling millions through the state spending plan.

This year, the Foreign Ministry brought within the problem once more. These times, the much smaller amount of $100,000 had been allocated. However in September 2010, CFC asking had been commissioned, bypassing the tender procedure, to build up and implement Ukraine’s branding strategy. It produced the motto “Ukraine: going within the Fast Lane,” the cartoon figures Harniunia and Sprytko (later on abandoned over protests through the public), a lot more than 10 promo that is special abroad and four information promotions. The jobs included starting information portal about Ukraine, making it a “center of modern art in Eastern Europe” and gathering one million signatures from EU citizens meant for Ukraine’s account into the eu. One information campaign, “Ukraine. Wonderfully Yours,” is aimed at dispelling notions of Ukraine as being a wonderful intercourse tourism location and a country that exports its females. Pop vocalists like Tina Karol and Ani Lorak are to greatly help shatter these stereotypes. Yet all this continues to be when you look at the preparing stages. Meanwhile, CNN and BBC World broadcast the promo videos “Ukraine. Exactly about U” for four months last year (an overall total of 13,000 times). The campaign cost millions of dollars and ended up being financed by the Foundation for Economic Reform in Ukraine, which draws funds that are private. It had been once more completed by CFC asking.

In addition, their state Agency for Investments and handling of National Projects lay out for a international trip to provide Ukraine towards the international company and governmental establishment as an appealing investment target. Nonetheless, simply a few people turned up for the presentation in London.

Harniunia and Sprytko


just just How effective are Ukraine’s branding efforts? Look at the realities that are current. First, the national nation already has a set and established image in European countries together with globe. Really briefly, it may possibly be defined in this way: Ukraine can be an unhealthy, split and corrupt nation with easy to get at ladies. The opposition that is political behind pubs, while the Orange Revolution ended up being squandered. The formula that is specific keeping of focus are susceptible to variation, needless to say. Ukraine may have labored on its branding straight back into the 1990s or right after the Orange Revolution. Now it requires rebranding.

Communications specialists state that even pictures of nations when you look at the “axis of evil” could be basically transformed if their regimes that are political changed. When compared with them, changing a post-soviet nation’s image must certanly be a cinch. Nonetheless, in practice (re)branding requires the absolute minimum collection of prerequisites: one or more particular current or quickly rising success tale, the necessity infrastructure (tourism sector, highways and healthcare), in addition to complete workout of human being intellectual potential and skill.

Does Ukraine have actually its success that is own story in almost any sphere managed by their state, through the economy to police force? Or perhaps a developed infrastructure? Does it create a breakthrough that is civilizational Euro 2012? They are rhetorical concerns. The thing is also that Ukrainian politicians throughout the board are becoming accustomed, because the nation regained independency, to separate your lives their very own image from that of the nation. They will have invested huge amount of money to pay for international – mostly American and Russian – lobbyists.

They act regarding the belief that lobbyists, as opposed to the country’s brand name when it comes to possible, authority and quality, must certanly be their pass to respected culture and a quarrel for the dependability of these companies and politics. Meanwhile, Washington insiders smile condescendingly during the efforts the Party of areas and BYuT use to get pictures on their own. Western lobbyists just have the motions of lobbying and care little in regards to the final result they deliver. It’s not their nation, maybe maybe not their politicians rather than their issue.


A system of nationwide social organizations abroad, like the Goethe-Institut or the Polish Institutes, may play a vital part in marketing a nation abroad. This means that, it’s impractical to enhance an individual’s image without having a particular as a type of institutionalization. We are in need of a managerial that is permanent coordination framework for advancing our tradition into the key capitals around the globe. Your competitors for market is simply too intense; the world that is contemporary inundated with provides of every thing. “If Ukrainian politicians spent at the least an element of the cash that goes to lobbyists on social presentations of the nation abroad, they might take action actually helpful for both their very own image and therefore associated with the whole nation,” says Nadia Diuk, Deputy Director for the National Endowment for Democracy, in a remark directed at The Ukrainian Week. The income that landed in the records of American and European review, appropriate and PR businesses will have been enough to obtain a building for a Ukrainian cultural center in Washington and host numerous creative occasions. Meanwhile, Ukraine nevertheless does not have a unique organizations with this kind abroad. More over, this has big difficulties with presentations at worldwide artistic forums. Lastly as well as perhaps above all, when there is no convergence involving the good image-building intentions of top officials and also the quality and content associated with the national country’s interior development generally speaking, it really is impossible in theory to alter the way in which it really is identified because of the globe. Some Latin American dictatorships have actually invested millions to enhance their image, but foreign nations simply laugh at them. Now Europe highly associates Ukraine because of the Yulia Tymoshenko instance. No movie broadcast by CNN can change that, the same as it really is impossible to show up with an account that could eclipse reprisals that are political the ex-premier. Stories like this are from the standard of Pakistan and Myanmar.


The Ukrainian Weekasked a few specialists to touch upon problems associated with boosting Ukraine’s image and also to gauge the marketing videos which have been produced about the country. These videos will be the only government-commissioned image-making tool that may very well be an established fact.

Yuriy Shcherbak, extraordinary and ambassador that is plenipotentiary of

In by themselves, the federal government’s efforts to improve Ukraine’s image by employing PR companies to accomplish the task are normal practice. You’ll find nothing incorrect with creating a few good videos. Nevertheless, all those initiatives started to naught when other facets come right into play, facets which can be beyond the reach associated with the Foreign Ministry or PR organizations. First, those things for the president. 2nd, corruption. Ukraine cannot enhance its image by meaning, because several thousand international entrepreneurs whom come listed here are disappointed. Handful of them get accustomed to graft that is rampant kickbacks. Most people are completely conscious exactly exactly exactly what our nation is. These attempts are naive from this standpoint. I am aware just just exactly what Ukraine’s brand may be even yet in the current, really conditions that are difficult it is our art, our article writers and music. But art are at the bottom of the elite’s that is ruling of priorities. Their state will not help publish Ukrainian literature abroad just how Poland and France do. And our tourism infrastructure is, needless to say, definately not European requirements.