The Process

• Global perception survey in 38 countries, including over 1000 personal interviews from government representatives, resident Armenians, the Armenian diaspora, civil servants, subject and industry experts, academics, business leaders and other stakeholders.
• Online survey among a cross-section of demographics.
• Review of over 200 articles and reports about Armenia, including government documents, economic evaluations, historical and cultural analyses, international tourism surveys and statistics, as well as USAID tourism documents from 2006 to the present.
• Firsthand research visits to over 200 Armenian sites and attractions to assess the country’s core assets.
• Audit of competitive landscape, including analysis of the strengths and weaknesses of a wide variety of other country brands.

The research phase painted a vivid portrait of the Republic of Armenia, and the insights gained during this comprehensive process served as a solid basis on which to develop new ways to articulate the Armenian brand and position the country and its people within a contemporary and competitive context.

We developed a complete brand identity, including brand values, positioning statement, logo, tagline, and a multi-media global communications plan designed to reinforce, promote and celebrate the new face and personality of Armenia in ways that will captivate the imaginations of locals, diaspora, tourists and investors alike.

It’s one thing to develop and present a brand, but it’s another to translate that identity into a real, tangible and living thing. In order for Armenia’s new brand to be effective, people must be able to see, taste and experience it for themselves.

Training Brand Ambassadors

Anyone who represents Armenia to tourists and the wider world in their professional role must be fully trained in the new identity and messaging. This includes staff at tourism offices and embassies, civil service employees, airport staff and taxi drivers, who all play a role in making people feel welcome, safe and well-informed when they come to Armenia. As brand ambassadors, every representative should reflect the values of the new brand, and communication should be friendly, positive and consistent.

• Brand Ambassadors Program:
• Train promotion executives
• Develop, translate and adapt promotional materials such as brochures, ads and videos
• Spearhead strategic sessions
• Develop strategic communications plans
• Develop key messaging platforms by sector and target market
• Coordinate executive interviews
• Compete for awards and recognitions
• Develop speeches and presentations
• Support participation at trade shows and other events
• Secure speaking and writing opportunities
• Organize familiarization trips for press and industry representatives
• Conceive and executed promotional events
• Monitor and analyze company, competitor and industry news
• Conduct market, competitive and industry analyses
• Develop and distribute travel industry communications vehicles, such as newsletters
• Generate, manage and update website content
• Generate content; engage with stakeholders; source and manipulate images; monitor for and manage critical issues; fulfill or channel information requests; and test, deploy and measure ad campaigns on social media channels
• Secure strategic partnerships with like-minded brands
• Evaluate and negotiate sponsorship opportunities

Tourism Retail Office and Staff Training
Tourism Kiosk
Embassies Training Program
Civil Servants Training Program
Employer Brand Training Program
Airport Brand Opportunities
Airport Workers Training
Brand Ambassadors
Taxi Drivers Training Program

Communications Plan & Social Media

Communications Plan
Social Media Campaign for the Diaspora

Launch Events

A brand launch event is an excellent way to get people’s attention, and generate excitement and momentum around the new brand. Through music, art, performance, fashion, wine, cuisine, competition and sports, this is an opportunity to showcase the best that Armenia has to offer, and to cement the new brand in people’s minds.

Launch Events
Launch Entertainment Events
Launch Cultural Events
Launch Fashion Events
Launch Food Events
Brand Armenia Gourmet

Visual Branding Opportunities

We also explored opportunities for putting the brand in front of people as they go about their day to day lives. We know how powerful this can be for products and companies, and it’s just as true for country brands.

• Banners and billboards at airports
• Brand Armenia popups
• Street art
• Branded products (cigars, cosmetics, clothing, keychains, phone covers, etc.)
• Wines from Armenia