Application with such purpose of the partner project “Nenets Laika – Yamal Legacy” by “Economic Programs Foundation” and the Union of Reindeer Herders of the Yamalo-Nenets Autonomous Area takes part in the Lime International Festival of Social Advertising and Communications.
Yamalo – Nenets Autonomous Area is the traditional habitat of the Nenets Laika. From Yamal the Nenets Laika has spread all over the North of Russia to the Far East of Russia. The Nenets Laika is the essential part of northern reindeer breeding and the culture of the indigenous peoples of the North in the Yamalo-Nenets Autonomous Area.
Recently tourism in the Arctic has been gaining development. Yamal is also part of the Arctic zone of the country as a subject of the Russian Federation. The creation of the brand “Nenets Laika – Yamal Legacy” will stimulate recognition of the territory. It will increase the flow of tourists to Yamal, raise the incomes of the local population and increas tax payments to the budgets of all levels.
This brand should become one of the region’s visit cards. It will make it possible to promote the region, tourism and this breed of dogs as an integral part of reindeer breeding and traditional dog breeding to a new level. It will allow to attract additional tourist flows and investments in the sphere of Arctic tourism. And organized ecological and aboriginal tourism in the Arctic should become one of the most important key factors of their sustainable development – creating infrastructure and jobs, supporting entrepreneurship, creating space for investment, preserving and maintaining natural and cultural heritage sites, including through branding.
In the process of managing the brand “Nenets Laika – Yamal Legacy” it is planned to apply the principles of strategic brand management, creation, assessment and management of brand equity. A legal entity will be established for strategic and operational trademark management. As part of a set of measures for strategic brand management planning and implementation of regional, inter-regional and international marketing programs will be carried out using the world’s best practices for brand capitalization through the influence of changes in consumers of goods and services with its use. It is planned to develop and implement the entire set of activities for the accumulation of brand capital, including the name, logo, symbol, character, packaging, slogan, which will ensure memorability, awareness, attractiveness, versatility, adaptability and protection.
With the involvement of Russian and international experts in marketing of territories, the image and the perception of Yamal-Nenets Autonomous District will be changed from the existing stereotype of oil and gas and reindeer breeding region to the territory of Arctic tourism development, preservation and development of aboriginal cattle breeding.
As a super task, the Nenets Laika must become one of the definite brands of the Russian Arctic.
Lime is a festival https://www.limefestival.ru/ of the brightest and most effective advertising works, which gives anyone who cares about the problems of modern society an opportunity to express themselves in the field of social communications. Themes of the works touch upon such socially significant topics as family and children problems, culture, HIV prevention, volunteering, health and sports, prevention of drug addiction, smoking, gambling addiction, alcoholism, active longevity, animal protection, drawing attention to the problems of people with disabilities. In addition, traditionally works on a free theme are accepted. There is an opportunity to offer your own solutions to urgent problems of society, thereby to realize creatively and bring to life a socially significant
The geography of festival covers not only 76 Russian regions, but also such foreign countries as the USA, Spain, the Netherlands, Latvia, Israel, Armenia, Georgia, Kazakhstan, Kyrgyzstan, Ukraine, Belarus and Moldova.
For 10 years, the festival jury has been chaired by Vladimir Evstafiev, an official representative of Cannes Lions International Film Festival in Russia, Vice-President of the Russian Academy of Communication, Board Member of IIA and RASO. The Jury consists of leading Russian and foreign experts, including members of the Public Chamber of the Russian Federation, mass media, information and advertising agencies.
The founders of the Festival are the Department of Communications, Media and Design of the Higher School of Economics and the ANO “Laboratory of Social Advertising”.
From the Russian sources of the “Arctic Partnerships”.