«vilnius – european capital of culture 2009» authored by: nords pr ukraine client: public...
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«Vilnius – European Capital of Culture 2009»
Authored by: Nords PR Ukraine
Client:
Public institution „Vilnius – Europos kultūros sostinė 2009“ (Vilnius - European Capital of Culture 2009)
PR-agency «PR service/Edelman»
October – December ’08
Intro
European Capital of Culture is a project established by European Committee to promote development and promotion of cultural diversity. 37 cities have already participated in the program starting from 1985.
In 2009 Vilnius got awarded this status, which means…
Предисловие
During 365 days
3 000 000 tourists
Will see 1000 events
Within 120 programs
From 30 countries
Agency goals and tasks Lithuania’s capital promotion
in Ukraine Demonstrate to Ukrainians that
Vilnius is an attractive place for cultural rest and tourism
Our approach
Talk About Things CLOSE to Ukrainians
Ukrainians probably know few things about Lithuania and its capital, but they surely have a lot to tell the world about Ukraine.
Lithuania Embassy to Ukraine
November 26, 2008
Round table and press briefing “Vilnius – European Cultural Capital 2009: Ukraine’s art presence abroad”
Participants Oleg Skrypka
singer, composer, founder of “Kraina mriy” festival
Vladyslav Troizkiy Kiev center of modern art “DAH” actor, prime mover of
“Ukraina Mistuhna” project, head of the ethno house band “DahaBraha”
Rady Poklitary choreographer, one of the European most famous ballet
masters
Sergiy Proskyrnja head of producer agency “Mustetske Berezillja”, festival maker
Jaroslav Fedoryshyn founder of “Voskresinnya” theatre, host of international festival
“Zolotyy Lev”
Others
Using Powerful THIRD PARTY Endorsements
The best way to have people talk ob your behalf is to let them feel a part of something bigger
Involvement of opinion leaders
Establishing the work group to promote Ukrainian art abroad.
Signing Memorandum by the participants of round table that is dedicated to the problems and perspectives of Ukrainian art representation abroad and in Vilnius.
Involving Lithuanian and Ukrainian (Ministry of Culture and Tourism) authorities into the discussion.
Results
Oleg Skrypka and Pavel Gudimov joined the campaign “Cultural Ambassadors” of Vilnius
Development and placement on YouTube series of video interviews with opinion leaders on the Vilnius topic.
Oleg Skrypka about the specialities of Vilnius:
http://www.youtube.com/watch?v=_Hf5BD-UHtQ
Larisa Venediktova about Lithuania people:
http://www.youtube.com/watch?v=spEftJbsmiE
Jaroslav Fedoryshyn about the city’s atmosphere: http://www.youtube.com/watch?
v=sgUha-xbetI
Talk Through the Media They TRUST
Entertainment and general interest media wrote about the round table and cultural ambassadors program (62 publications)
Only tourism media remained passive
Solution
We analyzed information flows and saw that the most of Ukrainian tourism portals simply reprint the news from Russian tourism portals.
That’s why the press release “New Year in Vilnius” were sent to both Ukrainian and Russian media.
Result: about 60 publications, over 15% were reprints from Russian media
PR campaign Results (2 mon.)
12 publications in printed media 200 online publications 800 000 impressions in printed media 600 000 impressions in the Internet
See list of printed publications
See screen shots of publications
* Business results achievement (growth in the number of Ukrainian tourists)
will be available by the end of 2009
Why this project is worth winning
Unusual PR task – promotion of a city abroad
Budget limitations
No press tours available
Celebrities involvement
Two countries’ authorities involvement
Integration of different PR tools
Leveraging significant social issues
Thank you for your attention!
If there are questions, please, contact
Vladimir Dehtyarov
Partner, Account Director +38 044 220 16 92
+38 050 416 54 57
Kiev, 74b, Olesya Honchara Str., 23 off.