Branding Ukraine: Lip-Synching a Happy Tune

A few international television networks recently began rotating Euro 2012 marketing videos “High time and energy to see Ukraine.” These minute-long videos invite people to come quickly to a stylish and little-known Eastern European nation, one with ideal, clean streets and populated by nice-looking, athletic individuals. This advertising is component of a strategy that is new improve Ukraine’s image abroad during 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 attempted to strike this task that is nigh-impossible.


This needs to be at the least the 3rd effort in post-Orange Ukraine to update the nation’s image. The initial had been manufactured in 2005 by Foreign Minister Borys Tarasiuk when their ministry’s tender committee, led by Volodymyr Makukha, invited bids from organizations effective at arranging marketing promotions abroad. Konglomerat, then an unknown business, had been announced the champion. Prior to the competition, Konglomerat supplied assessor solutions and didn’t have even a webpage or even a profile in the PR market. However, 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 had been never ever retrieved. Between signing and terminating the contract, Konglomerat somehow were able to hold Ukrainian Cinema Days at a Berlinale without having the event’s organizers even once you understand they certainly were here. In 2007, the State provider for Tourism and Resorts connected to the customs Ministry chose to promote the tourist brand “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 had been released and shown on Euronews and nationwide Geographic 80 times each. At the least there clearly was some genuine item, though it arrived at a high cost. Over time, Ukraine’s efforts to abroad boost its image have grown to be infamous in an effort to effortlessly and quickly break free with embezzling millions through the state spending plan.

This year, the Foreign Ministry brought within the presssing issue once more. Now, the much smaller amount of $100,000 had been allocated. However in 2010, CFC Consulting was commissioned, bypassing the tender procedure, to develop and implement Ukraine’s branding strategy september. It produced the motto “Ukraine: going when you look at the Fast Lane,” the cartoon characters Harniunia and Sprytko (later on abandoned over protests from the public), significantly more than 10 unique promo occasions abroad and four information promotions. The jobs included establishing a given information portal about Ukraine, making it a “center of modern art in Eastern Europe” and gathering one million signatures from EU citizens to get 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 simply help shatter these stereotypes. Yet all this continues to be in the stages that are planning. 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 draws personal funds. It absolutely was 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 individuals turned up because of its presentation in London.

Harniunia and Sprytko


just How effective are Ukraine’s branding efforts? Look at the present realities. First, the national nation currently has a set and founded image in European countries therefore the globe. Extremely briefly, it could be defined in this manner: Ukraine is really as an undesirable, split and country that is corrupt easy to get at ladies. The opposition that is political behind pubs, in addition to 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 right back into the 1990s or right after the Orange Revolution. Now it needs rebranding.

Communications specialists state that also pictures of nations into the “axis of evil” could be basically changed if their regimes that are political changed. In comparison to them, changing a post-soviet country’s image ought to be a cinch. But, in practice (re)branding requires the very least group of prerequisites: a minumum of one particular current or success that is rapidly emerging, the prerequisite infrastructure (tourism sector, highways and healthcare), additionally the complete workout of individual intellectual potential and skill.

Does Ukraine have actually its very own success tale today in virtually any sphere managed because of hawaii, through the economy to police force? Or even an infrastructure that is developed? Can it make a civilizational breakthrough after Euro 2012? They are rhetorical concerns. The issue is additionally that Ukrainian politicians throughout the board are becoming accustomed, considering that the nation regained liberty, to split up their very own image from that of these nation. They’ve invested vast amounts to pay for that are foreign American and Russian – lobbyists.

They behave in the belief that lobbyists, as opposed to the country’s brand name with regards to prospective, authority and quality, should be their pass to society that is respected a disagreement when it comes to dependability of these organizations and politics. Meanwhile, Washington insiders smile condescendingly during the efforts the ongoing Party of areas and BYuT use to get pictures on their own. Western lobbyists just feel the motions of lobbying and care little concerning the final final result they deliver. It is really not their nation, maybe maybe perhaps not their politicians and never their issue.


A community of nationwide cultural organizations abroad, for instance the Goethe-Institut or even the Polish Institutes, may play a role that is key marketing a nation abroad. Easily put, it really is impractical to enhance a person’s image with out a form that is certain of. We truly ukrainian women dating need a managerial that is permanent coordination framework for advancing our tradition into the key capitals of this globe. Your competition for audience 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 money that would go to lobbyists on social presentations of these country abroad, they might make a move actually ideal for both their very own image and that associated with whole nation,” says Nadia Diuk, Deputy Director for the National Endowment for Democracy, in a remark provided to The Ukrainian Week. The cash that landed regarding the records of US and European review, appropriate and PR businesses will have been sufficient to obtain a building for a Ukrainian social center in Washington and host numerous creative events. Meanwhile, Ukraine still does not have a unique organizations for this kind abroad. More over, it offers big difficulties with presentations at worldwide forums that are artistic. Finally as well as perhaps first and foremost, if you have no convergence between your good image-building intentions of top officials therefore the quality and content regarding the national country’s interior development generally speaking, it’s impossible in theory to improve the way in which it’s identified by the globe. Some Latin dictatorships that are american invested millions to boost their image, but international countries just laugh at them. Now Europe highly associates Ukraine utilizing the Yulia Tymoshenko situation. No movie 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 degree of Pakistan and Myanmar.


The Ukrainian Weekasked experts that are several touch upon dilemmas involved with boosting Ukraine’s image and also to measure the marketing videos which were produced concerning the nation. These videos would be the only government-commissioned image-making tool that may very well be an achieved fact.

Yuriy Shcherbak, extraordinary and ambassador that is plenipotentiary of

In on their own, the federal government’s efforts to improve Ukraine’s image by employing PR companies to accomplish the working task are normal training. There is nothing incorrect with creating a few videos that are nice. Nonetheless, every one of these initiatives started to naught when other facets enter into play, facets which can be beyond the reach associated with Foreign Ministry or PR businesses. First, those things for the president. 2nd, corruption. Ukraine cannot enhance its image by meaning, because numerous of foreign entrepreneurs whom come listed here are disappointed. Handful of them get accustomed to rampant graft and kickbacks. Most people are completely conscious exactly exactly exactly what our nation is. These attempts are naive from this standpoint. I’m sure exactly just what Ukraine’s brand may be even yet in the current, extremely conditions that are difficult it is our art, our authors and music. But art has reached the base of the ruling elite’s list 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, not even close to European criteria.