«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 In 2009 Vilnius got awarded this status, which means…

Предисловие During 365 days 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 use powerful THIRD PARTY endorsements through the media they TRUST

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: f5BD-UHtQ f5BD-UHtQ Larisa Venediktova about Lithuania people: EftJbsmiE EftJbsmiE Jaroslav Fedoryshyn about the city’s atmosphere: xbetI 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 impressions in printed media 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 Kiev, 74b, Olesya Honchara Str., 23 off.