Promotion of cultural brands discussed in Tchistopol

June 18-20, on the basis of Tchistopol State Historical and Architectural Museum-Reserve heads of executive authorities in the sphere of culture, directors of museums and tourist centers of Russia discussed promotion of region’s cultural brands.  The methodological workshop organized by the Ministry of Culture of Russia and the Ministry of Culture of Tatarstan   was attended by about two hundred experts.

Its ideas were presented at the plenary session   by the representatives of the Institute of Cultural Programs (St. Petersburg), the International Centre for Social and Economic Research "Leontief Centre" (St. Petersburg), Development Fund for Public Relations "PR Region" (Voronezh) Ministry of Culture and Tourism of the Republic of Udmurtia, the State Museum   named after V.D. Polenov (Tula region) and the Academy of Sciences of the Republic of Tatarstan.

Thus, deputy director of the V.D. Polenov State Museum Natalia Gramolina   spoke about modern development of the oldest museum in the Tula region, which this year celebrates 123 years since founding. She noted that the last forty years, the activities of a small museum in a lonely Russian village had turned   into a place of special understanding of tourism. According to N.Gramolina, even before organization of cultural events and brand promotion, her team had to defend reserve landscape of the museum from raiders and builders of luxury cottages.

In turn, vice-president of the Academy of Sciences of Tatarstan Nail Valeev marked  the need for large-scale studies of the potential tourist destinations and routes. "Archive and survey work is the basis for all of the tourist product, it needs to pay due attention and time. That is what will help to create a full-fledged brand and further promote it properly, "- said the academician. As an example, he cited the work created not so long ago, under his leadership, the Kama research center that conducts a full-scale research work in Tchistopol - in its historical development, architectural structures of life in its territory internationally renowned   by statesmen and public figures of different periods.

Returning to the theme of the seminar, executive director of the National Award in the field of event tourism Russian Event Awards Veronika Kosykh  noted that simply having a beautiful and historic place is not enough to attract tourists, it is necessary to design the face of the product. "This kind of brand-promise  that we give to our target audience. This promise  should  be followed by action. If it does not, then it causes an inexplicable reputational damage -   noticed V.Kosykh  - Without reputation the brand can not function. There  must be the concept of the brand, what we have to offer the audience. We need to look at the area through the eyes of different target audience and brand must be relevant not only in this year, but  after 20 - 30 years. "

We remind   that the  work of  methodical seminar was designed for  working out  ways  for  creation and promotion of cultural brands in the region, forming the image of Russia as a country favorable for cultural tourism and recreation, promotion of information on the possibilities, benefits and unique works  of Russian cultural life in the context of cultural and educational tourism with cultural brands  of the  regions.