«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 on 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

Thank you for your attention!