About 9 months after announcing that Saatchi & Saatchi had been elected to “nation brand” Kosovo, the Kosovar government has just introduced the video made for its advertising campaign (let us not call it “nation branding” yet, please).
The film focuses on the collective spirit of the youth of Kosovo in building their new country – a very suitable concept for a nation that is one of the youngest in the world and which has the youngest population in Europe with an average age of 25.9. The ad closes with the strapline: ‘Kosovo – The Young Europeans’.
The spot tries to change the image of a war-torn country into a young, peaceful and beautiful Balkan country and intends to position the nascent state as just another “normal” member within the family of nations (its independence is yet to be recognised by some countries though).
It remains to be seen however whether the spot is able to remove former perceptions of Kosovo as a place for drug smugglers and women traffickers and a haven of former UCK militiamen-turned-thieves acting across Western Europe.
For starters, this is certainly not a nation branding campaign as I have read almost everywhere – this is just an advertising video so far. If broadcasted in a repetitive way on the media, it will become an advertising campaign.
And only if this advertising campaign is accompanied by a national strategy including real policy making aimed to make Kosovo the country as Kosovars want it to be imagined, then you’ll have something close to a nation branding project.
By the way, you can also watch the ad’s “making of” here:
And finally, here’s the campaign’s micro-site: www.kosovo-young.com
To sweet… to british…:) I have seen it. Kosovo is a lost case… It’s not a holiday place….for sure.
Dear all,
I am not from this field, and just found this site because of the Kosovo campaign. However, I started to gain interest in the concept of “branding a nation” and particularly the Kosovar case. I would be happy if someone would be willing to share some information with me on the concept.
Checking for sites dedicated to the concept, one thing was rather eyecatchin: Was it a wrong first impression, or is this concept aiming more at countries from the periphery than the centre? Asia, Africa,Indian Subcontinent,South-Eastern Europe, so basically all places that have been in some trouble during the last half century?
Secondly, is it correct that this concept has been developed during the last 10 years? Is it aiming at increasing tourism or also political reputation? In the case of Kosovo:Does any expert from this field think, that a campaign like this has any realistic chance of raising the chances for recognitions of independence? To my understanding, no political and no economic decision (investment) would be influenced or based by these campaigns. It stops at tourism, doesnt it?
Does a “nation branding campaign” necessarily include political reforms or policies introduced with the advertising campaigns?
I would be very happy about a reply.
Best regards, Ilsa
Dear Ilsa, thanks for visiting. As for your questions, I’d say that all countries need some sort of “nation branding” because all nations have a “brand” – a reputation, an image. Whether it is to improve it (like South Korea or Russia), to mantain it (like Sweden or France) or to make it catch up with the latest developments in the country (like Ghana), a nation branding strategy is necessary. Of course, countries suffering the effects of a bad nation brand image have more urgency to remedy it, while others enjoying better nation brand image don’t need it so badly.
The concept of nation branding is as old as the concept of nation, but in the last decade this concept has grown into a discipline by itself.
Finally, almost all nation branding campaigns need real life policies.
As for the Kosovo case, this newborn country needs to address severe issues handicapping its development. It has an image of a country of drug-dealers, exiled thieves and traffickers that has an impact on how the country is perceived abroad. With such ambassadors, the country needs a proper nation branding programme, not only a good TV spot.
Countries, cities and tourism destinations are increasingly competing in an attempt to attract tourists, new residents, businesses and investments into their areas. Now Kosovo too is aiming to put itself in that category. The Serb influence in Kosovo has ended, and been replaced by an Albanian one. In Prishtina new monuments celebrate Albanian heroes while the displays in the museums of Prishtina and Prizren are exploring the province’s Illyrian and Albanian past.
Branding Kosovo may increase value creation capability, and help to reach its strategic objectives.
Place branding may contribute to the wellbeing of Kosovo by
* Attracting investments and companies
* Attracting travellers
* Presenting the place as an attractive place to live and attracting skilled labour
* Supporting the interests of export industries
* Strengthening citizens’ identity and increases self-esteem
* Enhancing the opportunities of Public Diplomacy.
Benefits Kosovo can gain
* Can provide the “glue” (consistency) among political, social and economic pillars.
* Promotes public diplomacy
* Defines how the country’s own citizens and the world perceive it
* Increases attractiveness of companies and investments
* Balances substance and form – perception and reality
* Strengthens citizens identity and increases self-esteem
* Optimizes strategic objectives across political, export, tourism, etc.
* Creates a seamless connection between the country’s strategic intent, its marketing and its experience
* Delivers a unifying platform that builds synergy, allowing for cross-promotion and public and private sector alignment
* Promotes the objectives of the tourism industry
* Supports the interests of exporting industry