Branding Ukraine: Lip-Synching a Happy Tune

A few international TV stations recently began rotating Euro 2012 marketing videos “High time for you to see Ukraine.” These minute-long videos invite people 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 individuals. This advertising is component of the strategy that is new improve Ukraine’s image abroad in the behest of last yearРІР‚в„ўs Foreign Ministry initiative. Some top official decided the nationwide image required an urgent facelift and our Foreign Ministry has attempted to strike this nigh-impossible task.


This must certanly be at least the 3rd effort in post-Orange Ukraine to update the image that is nationРІР‚в„ўs. The very first had been produced in 2005 by Foreign Minister Borys Tarasiuk when their ministryРІР‚в„ўs tender committee, led by Volodymyr Makukha, invited bids from organizations with the capacity of arranging marketing promotions abroad. Konglomerat, then an unknown business, was announced the champion. Ahead of the competition, Konglomerat provided assessor solutions and didn’t have even a site or a profile from the PR market. Nonetheless, it received UAH 12.8 million through the state to brand Ukraine abroad. A scandal erupted; the agreement had been severed, however the cash ended up being never ever retrieved. Between signing and terminating the contract, Konglomerat somehow been able to hold Ukrainian Cinema Days at a Berlinale minus the event’s organizers also once you understand these were there. In 2007, their state Service for Tourism and Resorts connected to the society Ministry made a decision to market 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 clearly was some genuine item, although it arrived at a high cost. Through the years, UkraineРІР‚в„ўs efforts to abroad boost its image 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 2010, CFC Consulting was commissioned, bypassing the tender procedure, to develop and implement Ukraine’s branding strategy september. It produced the motto “Ukraine: going into the Fast Lane,” the cartoon figures Harniunia and Sprytko (later on abandoned over protests through the public), significantly more than 10 unique promo occasions abroad and four information promotions. The jobs included starting 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 within the eu. One information campaign, “Ukraine. Wonderfully Yours,” is aimed at dispelling notions of Ukraine as being a sex that is wonderful 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 is nevertheless when you look at 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 ended up being financed by the inspiration for Economic Reform in Ukraine, which appeals to personal funds. It absolutely was once more completed by CFC asking.

As well, their state Agency for Investments and handling of National Projects lay out for a international trip presenting Ukraine to your international company and political establishment as an appealing investment target. Nonetheless, simply a number of individuals turned up because of its presentation in London.

Harniunia and Sprytko


Exactly just How effective are UkraineРІР‚в„ўs branding efforts? Look at the realities that are current. First, the nation currently has a set and founded image in European countries while the globe. Really briefly, it could be defined in this manner: Ukraine can be an unhealthy, split and country that is corrupt easy to get at females. The governmental opposition is behind pubs, together with Orange Revolution had been squandered. The formula that is specific keeping of focus are susceptible to variation, needless to say. Ukraine may have done its branding right right back into the 1990s or just after the Orange Revolution. Now it takes rebranding.

Communications professionals state that also pictures of nations into 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 really be a cinch. But, in practice (re)branding requires at least group of prerequisites: a minumum of one particular current or quickly growing success tale, the necessity infrastructure (tourism sector, highways and healthcare), while the complete workout of human being intellectual potential and skill.

Does Ukraine have actually its very own success tale today in just about any sphere managed by their state, through the economy to police force? Or perhaps an infrastructure that is developed? Does it create a breakthrough that is civilizational Euro 2012? They are rhetorical concerns. The issue is additionally that Ukrainian politicians over the board are becoming accustomed, because the nation regained liberty, to split up their image that is own from of the nation. They usually have mail order brides ukrainian cost invested huge amount of money to pay for international – mostly American and Russian – lobbyists.

They behave from the belief that lobbyists, as opposed to the countryРІР‚в„ўs brand name with regards to possible, authority and quality, should 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 ongoing Party of areas and BYuT use to purchase images on their own. Western lobbyists just have the motions of lobbying and care little concerning the final end result they deliver. It is really not their nation, maybe perhaps not their politicians rather than their issue.


A community of nationwide social organizations abroad, like the Goethe-Institut or the Polish Institutes, may play a role that is key marketing a country abroad. Put simply, it really is impractical to enhance a person’s image with no specific type of institutionalization. We require 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 modern globe is inundated with offers of everything. “If Ukrainian politicians spent at the least an element of the cash that would go to lobbyists on social presentations of these nation abroad, they might take action actually ideal for both their particular image and therefore associated with the whole nation,” says Nadia Diuk, Deputy Director associated with the National Endowment for Democracy, in a remark provided to The Ukrainian Week. The amount of money that landed in the records of US and audit that is european appropriate and PR organizations could have been sufficient to obtain a building for a Ukrainian cultural center in Washington and host numerous creative activities. Meanwhile, Ukraine nevertheless does not have a unique organizations with this kind abroad. Moreover, it offers big difficulties with presentations at worldwide creative discussion boards. Finally as well as perhaps above all, if you have no convergence involving the good image-building intentions of top officials and also the quality and content associated with national countryРІР‚в„ўs interior development generally speaking, it really is impossible in theory to improve just how it really is recognized because of the globe. Some Latin dictatorships that are american invested millions to boost their image, but foreign nations simply laugh at them. Now Europe highly associates Ukraine with all the Yulia Tymoshenko situation. No movie broadcast by CNN can change that, the same as it’s impractical to show up with an account that could eclipse governmental reprisals against the ex-premier. Stories like this are regarding the known standard of Pakistan and Myanmar.


The Ukrainian Weekasked a few specialists to discuss problems tangled up in boosting Ukraine’s image and also to measure the marketing videos which were produced concerning 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 plenipotentiary ambassador of Ukraine

In on their own, the federal government’s efforts to enhance Ukraine’s image by employing PR organizations to accomplish the working work are normal training. There is nothing incorrect with creating a few nice videos. Nonetheless, every one of these initiatives come to naught whenever other facets come right into play, factors 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 tens of thousands of international entrepreneurs whom come listed here are disappointed. Handful of them become accustomed to rampant graft and kickbacks. Many people are perfectly conscious just exactly just what our nation is. Using this viewpoint, these efforts are naive. I understand exactly what Ukraine’s brand may be even yet in the current, extremely difficult conditions – it is our art, our article writers and music. But art reaches the bottom of the ruling eliteРІР‚в„ўs list of priorities. Their state doesn’t help publish Ukrainian literature abroad just how Poland and France do. And our tourism infrastructure is, needless to say, definately not European requirements.