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Advertising Culture
Unfortunately for Ukraine, these representations fail to address much of what the nation as to offer the world. As author Giulia Lami writes, “We have not yet become acquainted with the history, the culture, and the life of the former Soviet republics, including Ukraine" (12).
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| Ukraine's colorful Orthodox churches a major tourist attraction, part of the nation's rich cultural history that is marketed to travelers. |
This is exactly the gap in global knowledge that Ukraine is attempting to fill. The website traveltoukraine.org, set up by the U.S.-Ukraine Foundation, provides an excellent example of Ukraine’s efforts to redefine its image. The site’s self-proclaimed mission is “to provide more and better resources for potential tourists, visitors, and investors.” Instead of violence and corruption it touts Ukraine’s architecture, landscape, festivals, and cultural history. The gallery section provides images of colorful, gilded churches and buildings that would not look out of place in Denmark or Italy. The “must see” section displays a combination of natural wonders, developed cities, and historic landmarks. Ukraine is presented as a nation full of attraction, similar to its European neighbors.
The website discoverukraine.ua builds upon the foundation laid by the U.S.-Ukraine Foundation. More than simply a travel website, Discover Ukraine is a professional and public initiative that was set up to “develop the international image of Ukraine” in preparation for the country’s hosting of the 2012 Euro Football Finals. It was the first time the nation had hosted the championship, and the even was widely publicized across various media platforms. With the promise of an influx of worldwide visitors, Ukraine clearly made it a mission to distinguish itself as a successful nation.
Author Marta Dyczok mentions the Finals in her discussion of Ukraine’s changing identity, acknowledging that “change can be stimulated by external factors, such as the Eurovision contests….and the upcoming 2012 Euro Football Finals" (10. Ukraine needs to make use of opportunities such as the Finals and Eurovision (an internationally televised talent contest) to put itself on level cultural footing with its European neighbors. These are the first steps to Ukraine’s goal of being fully recognized by the rest of the world.
| Ukraine was chosen to host the European Soccer Championships for 2012. This is a video promoting the event, featuring footage of the capital city Kyiv, which hosted a number of matches, including the final, in the Olympic Stadium. |