City of St. Petersburg
No bears. Just beauties
Start promoting Petersburg as a tourist center, the city administration has ordered a market research. It turned out that European tourists, middle-aged, the main buyers of cruise trips are well aware about St. Petersburg, but also have strong stereotypes about Russia received from the media. They represent it as a cold, wild a country, rich in oil, vodka and a lot of money, where tourists waiting for danger and “bears on the streets.”
Commercial campaign has enabled European viewers to look at the city and Russia from a new perspective, as in treasury world culture and one of the most attractive tourist destination.
The idea of communication offer not persuade foreigners, but rebounding from these stereotypes, to generate interest and to present the beauty of St. Petersburg. There is nothing that helps to relieve stereotypes, as irony and their too literally illustration. “You expect to see our bears? Here they get!”