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<ul><li>« Vilnius – European Capital of Culture 2009 » </li></ul><ul><li>Authored by :  Nords PR Ukraine </li></ul><ul><li...
Intro <ul><li>European Capital of Culture   is a project established by European Committee to promote development and prom...
Предисловие  During  365  days 3 000 000  tourists  Will see  1000  events Within  120  programs From  30  countries
Agency goals and tasks <ul><li>Lithuania’s capital promotion in Ukraine  </li></ul><ul><ul><li>Demonstrate to Ukrainians t...
Our approach
<ul><li>Talk About Things CLOSE to Ukrainians  </li></ul>
Ukrainians probably know few things about Lithuania and its capital, but they surely have a lot to tell the world about Uk...
Lithuania Embassy to Ukraine November  26 , 2008 Round table and press briefing “Vilnius – European Cultural Capital 2009:...
Participants   <ul><li>Oleg Skrypka   </li></ul><ul><ul><li>singer, composer, founder of “Kraina mriy” festival </li></ul>...
<ul><li>Using Powerful THIRD PARTY Endorsements </li></ul>
The best way to have people talk on your behalf is to let them feel a part of something bigger
Involvement of opinion leaders <ul><li>Establishing the work group to promote Ukrainian art abroad . </li></ul><ul><li>Sig...
Results <ul><li>Oleg Skrypka and Pavel Gudimov joined the campaign  “Cultural Ambassadors”  of Vilnius </li></ul><ul><li>D...
<ul><li>Talk Through the Media They TRUST </li></ul>
Entertainment and general interest media wrote about the round table and cultural ambassadors program  (62  publications )
Only tourism media remained passive
Solution   <ul><li>We analyzed information flows and saw that the most of  Ukrainian tourism portals simply reprint the ne...
Result :  about   60  publications ,  over  15%  were reprints from Russian media
PR campaign   Results  (2  mon .) <ul><li>12   publications in printed media </li></ul><ul><li>200   online publications  ...
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Nords PR: Vilnius - European Capital of Culture

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PR case: Vilnius - European Capital of Culture

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Nords PR: Vilnius - European Capital of Culture

  1. 1. <ul><li>« Vilnius – European Capital of Culture 2009 » </li></ul><ul><li>Authored by : Nords PR Ukraine </li></ul><ul><li>Client : </li></ul><ul><ul><li>Public institution „Vilnius – Europos kultūros sostinė 2009“ (Vilnius - European Capital of Culture 2009) </li></ul></ul><ul><ul><li>PR-agency « PR service/Edelman » </li></ul></ul><ul><ul><li>October – December ’ 08 </li></ul></ul>
  2. 2. Intro <ul><li>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. </li></ul><ul><li>In 2009 Vilnius got awarded this status, which means … </li></ul>
  3. 3. Предисловие During 365 days 3 000 000 tourists Will see 1000 events Within 120 programs From 30 countries
  4. 4. Agency goals and tasks <ul><li>Lithuania’s capital promotion in Ukraine </li></ul><ul><ul><li>Demonstrate to Ukrainians that Vilnius is an attractive place for cultural rest and tourism </li></ul></ul>
  5. 5. Our approach
  6. 6. <ul><li>Talk About Things CLOSE to Ukrainians </li></ul>
  7. 7. Ukrainians probably know few things about Lithuania and its capital, but they surely have a lot to tell the world about Ukraine.
  8. 8. Lithuania Embassy to Ukraine November 26 , 2008 Round table and press briefing “Vilnius – European Cultural Capital 2009: Ukraine’s art presence abroad”
  9. 9. Participants <ul><li>Oleg Skrypka </li></ul><ul><ul><li>singer, composer, founder of “Kraina mriy” festival </li></ul></ul><ul><li>Vladyslav Troizkiy </li></ul><ul><ul><li>Kiev center of modern art “DAH” actor, prime mover of “Ukraina Mistuhna” project, head of the ethno house band “DahaBraha” </li></ul></ul><ul><li>Rady Poklitary </li></ul><ul><ul><li>choreographer, one of the European most famous ballet masters </li></ul></ul><ul><li>Sergiy Proskyrnja </li></ul><ul><ul><li>head of producer agency “Mustetske Berezillja”, festival maker </li></ul></ul><ul><li>Jaroslav Fedoryshyn </li></ul><ul><ul><li>founder of “Voskresinnya” theatre, host of international festival “Zolotyy Lev” </li></ul></ul><ul><li>Others </li></ul>
  10. 10. <ul><li>Using Powerful THIRD PARTY Endorsements </li></ul>
  11. 11. The best way to have people talk on your behalf is to let them feel a part of something bigger
  12. 12. Involvement of opinion leaders <ul><li>Establishing the work group to promote Ukrainian art abroad . </li></ul><ul><li>Signing Memorandum by the participants of round table that is dedicated to the problems and perspectives of Ukrainian art representation abroad and in Vilnius . </li></ul><ul><li>Involving Lithuanian and Ukrainian (Ministry of Culture and Tourism) authorities into the discussion. </li></ul>
  13. 13. Results <ul><li>Oleg Skrypka and Pavel Gudimov joined the campaign “Cultural Ambassadors” of Vilnius </li></ul><ul><li>Development and placement on YouTube series of video interviews with opinion leaders on the Vilnius topic. </li></ul><ul><ul><li>Oleg Skrypka about the specialities of Vilnius : http://www.youtube.com/watch?v=_Hf5BD-UHtQ </li></ul></ul><ul><ul><li>Larisa Venediktova about Lithuania people : http://www.youtube.com/watch?v=spEftJbsmiE </li></ul></ul><ul><ul><li>Jaroslav Fedoryshyn about the city’s atmosphere : http://www.youtube.com/watch?v=sgUha-xbetI </li></ul></ul>
  14. 14. <ul><li>Talk Through the Media They TRUST </li></ul>
  15. 15. Entertainment and general interest media wrote about the round table and cultural ambassadors program (62 publications )
  16. 16. Only tourism media remained passive
  17. 17. Solution <ul><li>We analyzed information flows and saw that the most of Ukrainian tourism portals simply reprint the news from Russian tourism portals . </li></ul><ul><li>That’s why the press release “New Year in Vilnius” were sent to both Ukrainian and Russian media. </li></ul>
  18. 18. Result : about 60 publications , over 15% were reprints from Russian media
  19. 19. PR campaign Results (2 mon .) <ul><li>12 publications in printed media </li></ul><ul><li>200 online publications </li></ul><ul><li>800 000 impressions in printed media </li></ul><ul><li>6 00 000 impressions in the Internet </li></ul><ul><li>See list of printed publications </li></ul><ul><li>See screen shots of publications </li></ul><ul><li>* Business results achievement (growth in the number of Ukrainian tourists) will be available by the end of 2009 </li></ul>
  20. 20. Thank you for your attention!

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