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Bruins strolling through the halls of Hermitage and on the roof of the Kazan Cathedral – such reels will be promoting Saint Petersburg as an attractive city for foreign tourists on the most popular international channels – CNN and Euronews. This commercial has been presented by the Department of Tourism of the Investment and Strategic Projects Committee of Saint Petersburg and the agency of city marketing.
The core idea of the advertising campaign is to demonstrate the absurdity of the notorious stereotypes associating Russia exclusively with snow, vodka, balalaikas and bears. The «bear» commercial is destined to show the «Northern Capital» as one of the most spectacular European cities abundant in unique monuments of history and art.
The animals performing in the reel were absolutely untrained yet felt surprisingly comfortable and naturally blended with the setting, which enabled the commercials to look quite hard-nosed.
The promotional campaign has become the sequel of the concept entitled «No bears, just beauties» which was incarnated via external ads last year. The posters were located in the streets, at the airports and in the subways of Paris, London, Amsterdam, Frankfurt, Prague and Tokio. This year posters will be presented to the residents of Shanghai and New York.
Apart from distribution to the most popular foreign channels, the commercials will also be demonstrated at the events and presentations held by the Department of Tourism.
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Cosmos
President
