OBJECTIVE

To re-brand the city of Kiev as an arts and culture destination in Europe through strategic place branding. As Kiev was hosting two international events in 2012, the UEFA cup and their inaugural International Biennale of Contemporary art, they were keen to build awareness of Ukrainian Contemporary art and Kiev as a cultural hub.

CAMPAIGN

An international media campaign targeting arts and travel correspondents included social media platforms to build awareness amongst the English speaking world, including translation of Ukrainian art publications. Curzon created a place profile for Kiev and its upcoming events and invited journalists from strategically selected prominent international print publications on monthly 48 hour press trips in order to promote Kiev as a top cultural destination for 2012.

RESULTS

International coverage was achieved in prestigious print publications such as The Financial Times, The Art Newspaper, Frieze, The Sunday Telegraph, New York Observer and Condé Nast Traveller. This resulted in a great deal of exposure and interest in Kiev as a noteworthy travel location in Europe, with Lonely Planet listing it as the third most interesting must-visit destination.