On Friday the Deputy Head of Russian
Tourism Dmitryi Mikheev presented journalists with the new logotype for Russia, which
was developed especially for all events held as part of the goal oriented
federal program focused on developing Russian tourism up until 2018. With its help the Board of Russian
Tourism plans to make events held as part of the Federal Program recognizable,
and to unify them in to one whole information stream.
The logotype “My Russia” is compiled from
the clearly written word “Россия” or
“Russia”
in the English version, and a seemingly hand written words “Моя” or “My”. The authors of the project
explain their concept in this way: “The logotype must be understandable to a
domestic tourist, as well as a foreign one. We have a very big and diverse
country with a huge potential for tourism, everyone can chose something for
themselves. That’s why the logotype is compiled out of two parts – the
distinctly written “Russia”,
with the hand written “My” added to it, because Russia means something different
for everyone personally”.
The slogan of the logotype – “Открой свою
Россию” – for foreign exhibitions translates as “Reveal your own Russia”. Aside
from the logotype a brand book has also been developed – badges, folders,
admission passes, other advertising material, as well as backgrounds for
advertising programs about Russian tourism.
Dmitryi Mikheev pointed out that in 2012, a total of 132-136
million roubles is planned to be spent on promoting Russia as part of the Federal
Program, and funds of the same amount are planned to be distributed up until
2015. According to his words, around 50 million roubles have gone towards
promoting the Russian tour product through electronic mass media outlets in the
United States
for the Russian consumer. This includes the creation of the “Pro-Tourism”
program on the TV Chanel “Vesti-24”,
and also a cycle of radio broadcasts about the regions of Russia that are
taking part in the Federal Program. A further 30 million roubles were spent on
the organisation of promoting the regional tour product on foreign markets.
This means advertisements in foreign mass media, a road show in Germany, France
and Great Britain,
the production of an informational clip by the Russian department of BBC, which
announces all of these events. Aside from all this, this money was also used to
create digital content for advertising boards in airports, and material placed
on the Youtube Channel of Russian Tourism, translated into 5 different
languages.
Dmitryi Mikheev reminded that today, Germany is the main market that supplies Russia with
tourists. It is followed closely after with China,
France, and Great Britain.
“However the Great Britain
market is particularly interesting because of the fact that we get a really
strong response. In Spain or
in France there’s more
information about Russia,
they have more connections with Russians. Great Britain is a more closed off
country because of difficulties regarding visas. It’s because of this that any
time we put something out on the information market of Britain it
creates a really strong response. The mass media outlets of other countries
begin to quote British ones more actively, than publications of other
countries”, - Mr Mikheev told us, adding that British journalists unexpectedly
registered for the Russian Road Show very actively.
