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TORONTO AGENCY HIRED FOR ARMENIA'S TOURISM REBRAND
18:25 12.03.2014
In 2015, the 100th anniversary of the Armenian genocide, more foreign
media than usual will be telling stories about Armenia. That is why
the country has set a strict timeline for a rebranding project that
will seek to attract more investment and tourists to its borders -
starting in 2015, when it will be the focus of more attention. And
it is bringing a Canadian advertising agency on board to help, the
Globe and Mailwrites.
On Tuesday, Toronto-based Cundari Group announced that, in partnership
with New York agency GK Brand, it has won the contract for Armenia's
brand development project.
The contract is with the National Competitiveness Foundation of
Armenia, a public-private partnership between the government and
Armenian business leaders, both within the country and abroad.
A team from Cundari will be travelling to Armenia in a couple of weeks
to begin the process of developing the country's brand strategy. It's
not unfamiliar territory: Cundari helped to create a new brand strategy
for Washington, D.C., in 2008, and has done similar projects for
the city of Calgary, Ontario's Niagara region, and Yonkers, N.Y.,
among others. Armenia is the farthest-flung project it has yet tackled.
"We understand that place branding is very different from product or
service branding," said Kelly Frances, Cundari's senior vice-president
of sales and marketing. "You really have to take in the perspective
not just of residents of the place, but of businesses, potential
visitors, potential investors. You have to look at the brand from
many different vantage points."
The team will be designing a new logo for Armenia, but the project
goes far beyond that. It will be developing a strategy to attract
foreign investment, and also to transform the country's growing
tourism industry.
Because it is not a beach destination, it will be advertising itself
to tourists who are interested in culture and history. A project is
under way, for example, to revitalize the more than 1,000-year-old
Tatev monastery. The ad agencies will now be charged with creating a
communications plan by the time Armenia is in the public eye next year.
http://www.armradio.am/en/2014/03/12/toronto-agency-hired-for-armenias-tourism-rebrand/
18:25 12.03.2014
In 2015, the 100th anniversary of the Armenian genocide, more foreign
media than usual will be telling stories about Armenia. That is why
the country has set a strict timeline for a rebranding project that
will seek to attract more investment and tourists to its borders -
starting in 2015, when it will be the focus of more attention. And
it is bringing a Canadian advertising agency on board to help, the
Globe and Mailwrites.
On Tuesday, Toronto-based Cundari Group announced that, in partnership
with New York agency GK Brand, it has won the contract for Armenia's
brand development project.
The contract is with the National Competitiveness Foundation of
Armenia, a public-private partnership between the government and
Armenian business leaders, both within the country and abroad.
A team from Cundari will be travelling to Armenia in a couple of weeks
to begin the process of developing the country's brand strategy. It's
not unfamiliar territory: Cundari helped to create a new brand strategy
for Washington, D.C., in 2008, and has done similar projects for
the city of Calgary, Ontario's Niagara region, and Yonkers, N.Y.,
among others. Armenia is the farthest-flung project it has yet tackled.
"We understand that place branding is very different from product or
service branding," said Kelly Frances, Cundari's senior vice-president
of sales and marketing. "You really have to take in the perspective
not just of residents of the place, but of businesses, potential
visitors, potential investors. You have to look at the brand from
many different vantage points."
The team will be designing a new logo for Armenia, but the project
goes far beyond that. It will be developing a strategy to attract
foreign investment, and also to transform the country's growing
tourism industry.
Because it is not a beach destination, it will be advertising itself
to tourists who are interested in culture and history. A project is
under way, for example, to revitalize the more than 1,000-year-old
Tatev monastery. The ad agencies will now be charged with creating a
communications plan by the time Armenia is in the public eye next year.
http://www.armradio.am/en/2014/03/12/toronto-agency-hired-for-armenias-tourism-rebrand/