The competition, which is expected to give Russia its national tourist brand by the end of 2016, kicks off in late May or early June, Interfax reports, citing Denis Shlesberg, member of the Board of the Association of Branding Companies of Russia.
"By “brand,” we understand a key idea and its universally clear verbal and visual incarnation,” Shlesberg said. “The brand will be a collective product. All branding agencies willing to participate are guaranteed to be admitted to the tender, which will be announced in late May or early June. The broader public will be welcome to contribute, too, but the professionals will lead the way.”
The jury of the brand competition will comprise international experts, Russian government officials and members of the business community, according to Shlesberg.
The competition will be held in several stages. “At first, a working group will be set up to run what we call a “creative incubator,” generating a pool of ideas and drafts, from which we will cull what we consider worthy of further development,” Shlesberg explained. “That series of sessions will yield a long-list of 10 projects, which will compete in the finals, and will be considered by the jury. The short-listed five entries will pass professional testing, and the top three will be picked in the end.”
The best brand of the three finalists will be selected by popular vote. “In December 2016 we plan to have a successful Russia tourist brand that everyone is happy with,” Shlesberg concluded.