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The companies New Agency, Synthesis Consulting Group, Blue Oceans PR and SuperYou have a Lithuanian delivery strategy valid abroad for 20,000 LTL until 2030. prepared in the fall of last year.
Compiler of brand ratings and methodologies Simon Anholt and Estonian marketing expert Kristiina Ponamarjova also contributed to this.
He assured that the political risk was “controlled to the maximum”
The strategy proposes to strengthen the awareness of the country in certain countries, update the website www.lietuva.lt, to create a program for the Lithuanian embassy, involving famous people.
Also, to create an image of the Lithuanian brand and actively use it.
Godspeed Brand Information / Logo Examples
The recommended brand is “Lithuania Co-create”, which would combine the axis of image communication in a common story: “Co-create solutions” – economy, “Co-create culture” – culture, “Co-create life” – attract talents and “Co-create governance.
In the joint presentation of the country, it is proposed to be based on the concept of “Open to co-creation”, which, according to the strategists, would mean that “we are an open platform to solve global challenges, create and grow together”.
Following the implementation of the strategy, in 2030 Lithuania should be recognized in the world as “an open and reliable country with a smart economy, where talents contribute to solving global problems and favorable conditions in the country invite to invest, create and experiment. in a natural environment “.
Photo by Julius Kalinskas / 15min / Vilius Šapoka and Saulius Skvernelis
This document was approved at the meeting by the Cabinet of Ministers headed by S. Skvernelis.
The vice chancellor of the Government, Lukas Savickas, who presented the strategy, affirmed that the political risk was “controlled to the maximum” during its elaboration.
The government lacks the results of the country’s notoriety
After the Seimas elections in October, there was a change of government.
The new government has made it clear that the country’s image will be shaped differently.
“Until now, Lithuania has formed the image of the country with the help of measures that create a short-term effect, often generated behind closed doors and presented to the public as the end result. It is not surprising, therefore, that image makers found it difficult to convince the public of the veracity of the image of such a country or to achieve more significant results in the notoriety of the country.
Our goal is not an image in the short term, but a good reputation of the country in the long term ”, states the government program.
Until now, Lithuania has shaped the image of the country with the help of measures that create a short-term effect.
In it, the Cabinet of Ministers expressed its commitment to take long-term policy measures that strengthen and improve the country’s reputation.
They must “be based on real achievements and be consistent with the long-term objectives of the various policies”.
“We understand that we all build the reputation of our country, so we will involve various groups in society in the planning process.
The reputation is also formed by the achievements of our country in the field of science, economy, culture and sports. Together we will decide what is most important to us, what we see ourselves and we want to see how we want to be seen in the world ”, said the Government.
Despite criticism of the measures used in the past, it appears that the Cabinet of Ministers will continue the work it has begun.
Arno Strumilos / 15min nuotr./Vyriausybėje
“The government seeks continuity, but it is necessary to evaluate the suitability of the measures that would help more effectively to build the good reputation of the country.” 15 minutes indicated the Government Press Service and added that the specific measures proposed will be identified in the Government Program Implementation Plan.
It maintains that the strategy is in line with the Government’s objectives
A long-term result also requires a long-term strategy, ensure service. And we already have that.
“Building a country’s reputation is a long-term process that requires coherence. To achieve a long-term result, a long-term strategy for delivering the country abroad is necessary, defining a clear goal, objectives, actions and indicators for its measurement.
In Lithuania approved delivery abroad in 2020-2030. The strategy identifies 4 main areas of communication (economy, culture, talent attraction, management), communication of values (impulse, improvement, freedom of creation and connection with nature), value proposals. All of this is linked by the general concept of the country’s positioning ”, the reply reads.
The government assured that representatives of public sector institutions, social partners and the public have contributed to the development of the strategy.
“Your increased involvement in the country’s delivery activities will also be crucial to achieving the long-term goal,” the reply said.
And for Lithuania to be recognized as an open and trustworthy country with a smart economy by 2030, tactical communication and a long-term strategic implementation plan with clearly defined evaluation indicators will help, the government said.
“Lithuania’s growing influence is one of the priorities set in the Government’s program.
The program emphasizes the strengthening of the soft power of the state, the importance of economic and cultural diplomacy, innovation and the presentation of the country’s economic potential in order to attract foreign investment, strengthen the country’s economy.
Lithuania Overseas Delivery Strategy 2020-2030. it also emphasizes these aspects ”, emphasized the government press service.
Links with the companies that developed the strategy
The Government Chancellery announced the acquisition of Lithuania’s visual identity creation service in September in response to the strategy.
„Godspeed Branding“ inf./Atributika su „Lithuania Co-create“ logotipu
The future provider was to create and present a visual expression of Lithuania Co-create and a comprehensive representation of Lithuania to be used by the Government, ministries and their subordinate institutions responsible for the presentation of the country abroad.
“The composition of the visual expression must consist of the inscription” Lithuania Co-create “in a specially designed font and a duly selected color / colors corresponding to the positioning concept of the country,” the low-value purchase conditions state.
Four participants competed in the contest: the small company Identiteto studija (offer price – 35,090.00 EUR including VAT), the Godspeed Branding company (offer price – 33,731.17 EUR including VAT), the Folkai company (price of offer – EUR 31,290.60 including VAT) and a group of entities Videvita Vilnius and Fintekom (offer price EUR 26,620.00 including VAT).
On December 2, the winner of the purchase, Godspeed Branding, was announced.
Previously, the company was managed by Giedr managed Selenytė, and on December 3, Rūta Karvelytė was appointed director. He is also a representative for New Agency and SuperYou.
R. Karvelytė was appointed to the position by the sole shareholder of Godspeed Branding Artūras Razgūnas, who sits on the boards of New Agency and SuperYou.
„Godspeed Branding“ inf./Marškinėliai your logotipu
The offer made by Godspeed Branding was the most profitable and therefore it was chosen, the government said.
“The most economically advantageous offer was determined on the basis of value for money,” the reply read. 15 minutes.
Chose green
The company proposed using green to create the Lithuanian brand.
“Green is not used in other countries in the region, so it can act as the main element of recognition for Lithuania,” Godspeed Branding said in a presentation.
Green is not used in other countries in the region.
It is suggested not to use historical symbols with a “too vivid character” to create a country logo: “This will encourage users to see it as a tool to present their content in a better and more cohesive context.”
The presentation presents examples of the Lithuanian Co-create design: different versions of the logo, sample book designs, attributes.
Godspeed Branding Inf./Lotype for Culture
Godspeed Branding inf./El. signing the letter and the book with the logo
Godspeed Branding has also created an image video. Publication of this text, the publication is no longer publicly available.
Rūta Nemunytė, Head of Invest’s Marketing and Communication Department in Lithuania, Ilma Nausėdaitė, Marketing Manager of the Mailerlite Newsletter Management System, Arvydas Grišinas, Political Anthropologist, Philosopher, Writer Kristupas Sabolius and Lithuanian Cultural Attaché in the UK contributed to the creation of the Lithuanian presentation brand.
Teach heads of state how to present Lithuania
On December 17, the Government Chancellery announced another acquisition related to Lithuania’s overseas delivery strategy.
This time, a supplier was sought to provide training on how to effectively introduce Lithuania abroad to employees of ministries and their subordinate institutions, department heads, other public sector specialists, diplomats, mayors and municipal administrations and the main leaders of the country.
The purchase is financed by the European Union. The maximum amount of funds provided for him is almost 59 thousand. euros.
Offers could be submitted until January 11.
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