Branding Ukraine: Lip-Synching a Happy Tune

A few TV that is international recently began rotating Euro 2012 marketing videos “High time for you to see Ukraine.” These minute-long videos invite audiences to come calmly to a stylish and little-known Eastern European nation, one with ideal, clean streets and populated by nice-looking, athletic individuals. This promotion 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 attempted to strike this task that is nigh-impossible.


This needs to be at the very least the next effort in post-Orange Ukraine to update the nation’s image. Initial ended up being produced in 2005 by Foreign Minister Borys Tarasiuk when their ministry’s tender committee, led by Volodymyr Makukha, invited bids from organizations with the capacity of arranging marketing promotions abroad. Konglomerat, then a company that is unknown had been declared the champion. Prior to the competition, Konglomerat supplied assessor solutions and failed to have even an internet site or perhaps a profile from the PR market. Nonetheless, it received UAH 12.8 million through the continuing state to brand name Ukraine abroad. A scandal erupted; the contract ended up being severed, however 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 without having the festival’s organizers even once you understand these people were there. In 2007, hawaii provider for Tourism and Resorts connected to the community Ministry made a decision to market the tourist brand “snowy winters” in our nation beneath the slogan “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 shown and released on Euronews and nationwide Geographic 80 times each. At the very least there was clearly some genuine item, although it arrived at a price that is steep. Through the years, 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 presssing problem once more. These times, the much smaller amount of $100,000 ended up being 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: Moving within 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 campaigns. The jobs included installing a given information portal about Ukraine, making it a “center of contemporary art in Eastern Europe” and gathering one million signatures from EU citizens to get Ukraine’s account within 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 women. Pop vocalists like Tina Karol and Ani Lorak are to greatly help shatter these stereotypes. Yet all this is nevertheless into 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 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.

On top of that, their state Agency for Investments and Management of National Projects lay out for a international trip presenting Ukraine towards the international company and governmental establishment as a nice-looking investment target. But, simply a number of individuals arrived because of its presentation in London.

Harniunia and Sprytko


exactly just How effective are Ukraine’s branding efforts? Think about the realities that are current. First, the nation currently has a set and founded image in European countries plus the globe. Really briefly, it could be defined in this manner: Ukraine can be a bad, split and country that is corrupt readily available ladies. The opposition that is political behind pubs, together with Orange Revolution was 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 straight straight back when you look at the 1990s or just after the Orange Revolution. Now it requires rebranding.

Communications specialists state that also pictures of nations when you look at the “axis of evil” could be fundamentally changed if their regimes that are political changed. In comparison to them, changing a country that is post-soviet image should always be a cinch. Nevertheless, in practice (re)branding requires the absolute minimum group of prerequisites: one or more particular existing or quickly growing success tale, the necessity infrastructure (tourism sector, highways and health care), while the complete workout of human being intellectual potential and skill.

Does Ukraine have actually its very own success tale today in almost any sphere controlled because of their state, through the economy to police force? Or perhaps an infrastructure that is developed? Can it create a breakthrough that is civilizational Euro 2012? They are rhetorical concerns. The issue is additionally that Ukrainian politicians over the board have grown to be accustomed, considering that the nation regained liberty, to split up their image that is own from of these nation. They will have invested vast amounts to pay for foreign – mostly 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, must certanly be their pass to society that is respected a disagreement for the dependability of these organizations and politics. Meanwhile, Washington insiders smile condescendingly during the efforts the Party of areas and BYuT use to buy pictures on their own. Western lobbyists just feel the motions of lobbying and care little in regards to the final result they deliver. It isn’t their nation, maybe maybe perhaps not their politicians and never their issue.


A community of national cultural organizations abroad, including the Goethe-Institut or even the Polish Institutes, may play a role that is key advertising a nation abroad. Simply put, it really is impractical to enhance an individual’s image without having a specific type of institutionalization. We truly need a managerial that is permanent coordination framework for advancing our tradition within the key capitals associated with the globe. Your competitors for audience is simply too intense; the world that is contemporary inundated with provides of every thing. “If Ukrainian politicians spent at the very least area of the cash that would go to lobbyists on social presentations of the country abroad, they might make a move actually helpful for both their very own image and that regarding the whole nation,” says Nadia Diuk, Deputy Director for the National Endowment for Democracy, in a comment directed at The Ukrainian Week. The income that landed regarding the accounts of US and audit that is european appropriate and PR organizations could have been sufficient to buy building for a Ukrainian social center in Washington and host numerous creative occasions. Meanwhile, Ukraine nevertheless does not have unique institutions of the kind abroad. Furthermore, it offers big difficulties with presentations at worldwide artistic discussion boards. Finally as well as perhaps most of all, if you have no convergence involving the good image-building intentions of top officials additionally the quality and content of this national country’s internal development generally speaking, its impossible in theory to alter just how it really is sensed 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 with all the Yulia Tymoshenko instance. No movie broadcast by CNN can change that, the same as it really is impractical to show up with a tale that could eclipse governmental reprisals against the ex-premier. Tales that way are from the known 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 in regards to the nation. These videos will be the only government-commissioned image-making tool that can be viewed as an achieved fact.

Yuriy Shcherbak, extraordinary and plenipotentiary ambassador of Ukraine

In by themselves, the us government’s efforts to enhance Ukraine’s image by employing PR organizations to complete the task are normal practice. There is nothing incorrect with creating a few good videos. Nevertheless, all of these initiatives come to naught whenever other facets come right into play, facets which can be beyond the reach of this Foreign Ministry or PR businesses. First, the actions for the president. 2nd, corruption. Ukraine cannot enhance its image by meaning, because huge number of international entrepreneurs whom come listed here are disappointed. Number of them become accustomed to graft that is rampant kickbacks. Most people are perfectly conscious exactly exactly what our nation is. With this point of view, these efforts are naive. I am aware just just what Ukraine’s brand may be even yet in the current, really conditions that are difficult it is our art, our authors and music. But art are at the bottom of the ruling elite’s ukrainian brides club list of priorities. Hawaii doesn’t help publish literature that is ukrainian just how Poland and France do. And our tourism infrastructure is, needless to say, not even close to European requirements.