Branding Ukraine: Lip-Synching a Happy Tune

Branding Ukraine: Lip-Synching a Happy Tune

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


This must certanly be at the least the 3rd attempt in post-Orange Ukraine to update the image that is nation’s. Initial had been built in 2005 by Foreign Minister Borys Tarasiuk when their ministry’s tender committee, led by Volodymyr Makukha, invited bids from businesses effective at arranging marketing promotions abroad. Konglomerat, then a company that is unknown had been announced the champion. Ahead of the competition, Konglomerat supplied assessor solutions and would not have even an internet site or perhaps a profile regarding the PR market. Nevertheless, it received UAH 12.8 million through the continuing state to brand name Ukraine abroad. A scandal erupted; the agreement had been severed, nevertheless the cash ended up being never retrieved. Between signing and terminating the contract, Konglomerat somehow were able to hold Ukrainian Cinema Days at a Berlinale minus the event’s organizers also once you understand these people were there. In 2007, their state provider for Tourism and Resorts attached to the heritage Ministry made a decision to promote the tourist brand name “snowy winters” in our nation beneath 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 were released and shown on Euronews and nationwide Geographic 80 times each. At the least there was clearly some genuine item, although it arrived at a high cost. Over time, Ukraine’s efforts to improve its image abroad have grown to be infamous in an effort to effortlessly and quickly pull off embezzling millions through the state spending plan.

This season, the Foreign Ministry brought within the presssing problem once more. These times, the much smaller amount of $100,000 had been allocated. However in September 2010, CFC asking ended up being commissioned, bypassing the tender procedure, to build up and implement Ukraine’s branding strategy. It produced the slogan “Ukraine: going when you look at the Fast Lane,” the cartoon figures Harniunia and Sprytko (later on abandoned over protests through the public), a lot more than 10 unique promo occasions 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 European Union. One information campaign, “Ukraine. Wonderfully Yours,” is aimed at dispelling notions of Ukraine as a sex that is wonderful destination and a country that exports its ladies. Pop vocalists like Tina Karol and Ani Lorak are to greatly help shatter these stereotypes. Yet all this is nevertheless within the preparing stages. Meanwhile, CNN and BBC World broadcast the promo videos “Ukraine. Exactly about U” for four months last year (a complete of 13,000 times). The campaign are priced at huge amount of money and had been financed because of the Foundation for Economic Reform in Ukraine, which appeals to funds that are private. It had been once more completed by CFC asking.

The State Agency for Investments and Management of National Projects set out on a foreign tour to present Ukraine to the foreign business and political establishment as an attractive investment target at the same time. Nonetheless, simply a small number of people turned up for the presentation in London.

Harniunia and Sprytko


Exactly just exactly How effective are Ukraine’s branding efforts? Think about the realities that are current. First, the nation currently has a hard and fast and founded image in European countries therefore the globe. Extremely briefly, it could be defined in this manner: Ukraine can be a bad, split and corrupt country with easy to get at females. The governmental opposition is behind pubs, plus the Orange Revolution had been squandered. The formula that is specific keeping of focus are at the mercy of variation, needless to say. Ukraine may have labored on its branding right back when you look at the 1990s or just after the Orange Revolution. Now it takes rebranding.

Communications specialists state that also pictures of countries within the “axis of evil” could be basically changed if their regimes that are political changed. When compared with them, changing a country that is post-soviet image should always be a cinch. Nonetheless, in practice (re)branding requires the absolute minimum pair of prerequisites: one or more specific current or success that is rapidly emerging, the necessity infrastructure (tourism sector, highways and healthcare), while the complete exercise 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? Or an infrastructure that is developed? Does it produce a civilizational breakthrough after Euro 2012? They are rhetorical concerns. The issue is additionally that Ukrainian politicians throughout the board are becoming accustomed, because the nation regained freedom, to separate your lives their very own image from that of the nation. They’ve spent vast amounts to pay for international – mostly American and Russian – lobbyists.

They behave regarding the belief that lobbyists, as opposed to the country’s brand name with regards to possible, authority and quality, must certanly be their pass to respected culture and a quarrel when it comes to reliability of these companies and politics. Meanwhile, Washington insiders smile condescendingly during the efforts the Party of areas and BYuT exert to purchase images on their own. Western lobbyists just have the motions of lobbying and care little concerning the final result they deliver. It isn’t their nation, maybe not their politicians and never their issue.


A system of national social organizations abroad, including the Goethe-Institut or even the Polish Institutes, may play a role that is key advertising a country abroad. Easily put, its impractical to enhance an individual’s image with out a form that is certain of. We truly need a managerial that is permanent coordination framework for advancing our tradition when you look at 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 the main cash that would go to lobbyists on social presentations of these nation abroad, they might make a move really helpful for both their very own image and therefore of this whole nation,” says Nadia Diuk, Deputy Director associated with National Endowment for Democracy, in a remark directed at The Ukrainian Week. The income that landed from the reports of US and audit that is european appropriate and PR organizations could have been adequate to obtain a building for a Ukrainian social center in Washington and host numerous creative activities. Meanwhile, Ukraine nevertheless lacks a unique organizations for this kind abroad. Furthermore, this has big difficulties with presentations at worldwide forums that are artistic. Finally and maybe above all, when there is no convergence between your good image-building intentions of top officials while the quality and content for the country’s interior development generally speaking, it’s impossible in theory to alter just how it really is sensed by the globe. Some Latin American dictatorships have actually invested millions to boost their image, but international nations simply laugh at them. Now Europe highly associates Ukraine using the Yulia Tymoshenko instance. No video clip broadcast by CNN can change that, the same as it really is impractical to show up with an account that could eclipse reprisals that are political the ex-premier. Tales like this are in the known standard of Pakistan and Myanmar.


The Ukrainian Weekasked a few specialists to discuss issues tangled up in boosting Ukraine’s image and also to gauge the marketing videos which have been produced in regards to the nation. 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 us government’s efforts to improve Ukraine’s image by employing PR businesses to accomplish the working work are normal practice. There is nothing incorrect with creating a few nice videos. Nevertheless, every one of these initiatives come to naught whenever other facets come right into play, facets which are beyond the reach regarding the Foreign Ministry or PR organizations. First, those things for the president. 2nd, corruption. Ukraine cannot enhance its image by meaning, because tens and thousands of international entrepreneurs who come listed here are disappointed. Number of them get accustomed to rampant graft and kickbacks. Everybody is completely conscious just what our nation is. Using this point of view, these efforts are naive. I’m sure exactly just what Ukraine’s brand may be even yet in the current, really difficult conditions – it is our art, our article writers and music. But art reaches the base of the ruling elite’s list of priorities. Hawaii will not help publish literature that is ukrainian the way in which Poland and France do. And our tourism infrastructure is, needless to say, definately not European criteria.