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Ulyanovsk Region is branded by Stas Marketing to attract investment and stimulate entrepreneurship

In 2010 Stas Marketing developed place brand for Ulyanovsk Region in Russia.

After the USSR shutdown Ulyanovsk Region has lost all privileges and subsidies that it had before as a place of birth of Vladimir Lenin. As a result in the end of 1990s regional economy was one of most depressed in Russia. After regional government changed in 2005 and Sergey Morozov was elected to be a Governor region has switched to a positive vector. Region paid off all debt, became the leader in gross regional product growth and direct investment growth in Volga area. But perception of the region remains the same. Population is still inactivated. Investor could be attracted only by proactive actions of regional government.

Stas Marketing won the pitch and got the objective to find unique positioning for region that would bring it to future but not related to the name of Lenin.

Stas Marketing consultants implement several actions to achieve requested result:

  • 60 in-depth expert interviews
  • 400 face-to-face interviews with Ulyanovsk region population
  • 1000 online interviews with people around Russia
  • Comprehensive analysis of regional economy and social environment
  • Best practice of aviation centres branding
  • 4 branding workshops
  • 4 dedicated meetings of regional government
  • 5 meetings of Expert Board
  • Seminar for regional authority and community
  • Homework of Stas Marketing consultants

Stas Marketing developed region brand essence “Region that is ready for take off” that reflects both positive dynamics in regional economy and role of aviation industry as its principle sector. Based on the platform Stas Marketing creative team developed brand book that also includes recommendation on internal navigation.

We also developed an approach how to substitute Vladimir Lenin as regional icon to new personages. They are young man Ulyan and girl Ulyana that should represent contemporary young people of Ulyanovsk. Regional government approved 5 years program of brand development that was commenced in January 2011.

Upon completion of the project Ulyanovsk Governor Sergey Morozov has written a letter to Stas Marketing Group Managing Partner Andrei Stas and pinpoint “professionalism and accuracy in analytics and sociology research, brand platform and growth program development as well as breaking-through creativity in visual identity development”.

Ulyanovsk Region is branded by Stas Marketing to attract investment and stimulate entrepreneurship
Ulyanovsk Region is branded by Stas Marketing to attract investment and stimulate entrepreneurship