Information and Insights
September 26, 2024
The place the Story Begins
As we have a good time World Tourism Day as we speak with the theme of peace and the WTTC Summit approaches once more with the good and good of the worldwide journey trade gathering in Perth it’s a good time to mirror on top-of-the-line outcomes personally for me (and I feel many different colleagues ) of that summit. As I listened in awe to Mariana Oleskiv, Chairperson at State Company for Tourism Growth of Ukraine speaking on stage of what she and her colleagues had been dwelling by means of for the final 18 months in Ukraine the viewers was hushed and humbled and it was a dialog that adopted between us that motivated me to assemble the good and good at FINN Companions to offer our time professional bono to attain her needs.
With the devastating struggle in Israel and Gaza dominating headlines, Mariana was involved that the world may neglect Ukraine and that tourism, essential to Ukraine’s post-war restoration, wouldn’t return to individuals’s minds when peace is restored. Ukraine’s tourism professionals are nonetheless on the frontlines, with lots of the nation’s monuments and heritage websites intact and its pure magnificence preserved. The problem was the way to inform this story to the world.
We gathered one of the best of our creatives and folks in our groups who actually care about Ukraine (FINN Companions have been the company of document for the Victor Pinchuk Basis for greater than 10 years) and we had two wonderful Ukrainian nationals in our workforce in: Anna Pavlova and Stefaniia Konovalova.
The Problem
The target was clear: carry Ukraine’s future as a vacationer vacation spot again into the worldwide dialog. We aimed to encourage “bucket-list” aspirations, very similar to locations did throughout COVID-19 through social media, whereas additionally fostering partnerships that might help in rebuilding Ukraine’s tourism infrastructure. All of the whereas, we needed to share with the world what vital roles people who used to work in tourism are enjoying in the course of the struggle however how a lot their spirits are being stored alive understanding sooner or later they may be capable of return to their roles.
The Resolution
With ITB being the most important international occasion within the journey trade calendar our objective was to make use of this gathering of almost 100,000 senior professionals to showcase Ukraine, its tourism professionals and product plus encourage engagement for the long run. However it was simply 6 weeks away….
With weekly calls with Mariana and her workforce from Ukraine we got here up with an excellent answer however may we pull it off in time? With video and social media being two of probably the most highly effective strategies of communication we determined to make a video with a robust storytelling narrative created by managing accomplice for EMEA Chantal Bowman-Boyles who herself had been to Ukraine many occasions. Does anybody bear in mind these highly effective television photographs at the start of the struggle when President Zelensky was accused of fleeing the nation? And do you bear in mind the footage of him and his workforce filming themselves on their mobiles displaying the world “We’re Right here”? Our theme was born.
So it was over to Jimmy Chaffin our managing accomplice for inventive and his workforce in Nashville to take over the inventive. The preliminary footage was shot on the bottom in Ukraine, which posed plenty of difficulties in itself. Any extra footage if wanted was being requested at occasions actually from the frontlines. We additionally needed to overcome language obstacles however with the Ukrainians on our workforce working with Mariana’s workforce and each with Jimmy’s inventive unit we managed to unravel that drawback.
Whereas Jimmy and the workforce labored on the video the journey workforce wanted to safe a talking slot for Marianna and a room to premiere the video – not straightforward when these are often booked many months forward. Fortunately, we had our evening in shining armour Rika Jean-Francois , the top of sustainability at ITB. A press convention room was secured and a talking slot on the the Lighthouse Stage on the occasion entitled ‘Courageous and Daring – we’re nonetheless right here’ for Marianna, all of the whereas understanding what a problem it was going to be for Marianna and her workforce to even get to Berlin (it took them nearly 2 days and altering 3 varieties of transport).
Talking notes, invites and press releases have been being written all of the whereas not understanding if we might obtain the video interviews from the frontline and if Mariana would even be capable of depart Ukraine!
The Finale
With standing room solely there was not a dry eye within the press convention room, together with ourselves! The video obtained a standing ovation and the worldwide journey trade was clear on one factor – the Ukraine journey sector are “nonetheless right here and they are going to be again” with optimistic press protection and nice sharing on social media we hope that this highly effective marketing campaign has helped affect among the help partnerships which have since been signed for when the struggle is over .
Mariana’s quote: “We’re grateful for the outpouring of assist, and this marketing campaign has introduced renewed hope that Ukraine will as soon as once more open its doorways to the world.”
Be taught extra in regards to the movie’s manufacturing in an interview with the FINN inventive workforce:
What was the objective of this movie?
The objective of this movie was to spotlight the power and resilience of the Ukrainian individuals, particularly those that have shifted from the tourism sector to army and volunteer roles. It goals to lift consciousness in regards to the present scenario in Ukraine and present the world the braveness and willpower of its individuals.
Who was the viewers? What did we would like them to really feel or do?
The video targets worldwide viewers, notably in areas the place the Ukraine battle isn’t extensively lined, in addition to Ukrainians and diaspora communities. It goals to evoke empathy and solidarity by elevating consciousness of the battle, selling assist for humanitarian efforts, and celebrating the braveness and resilience of the Ukrainian group.
What was the inspiration behind the title and idea for “We Are Right here”?
The idea “We Are Right here” is impressed by the thought of presence and resilience. It emphasizes that regardless of the continued challenges, Ukrainians stay steadfast and unyielding. This phrase embodies defiance and willpower, serving as a rallying cry for each Ukrainians and international supporters. It sends a transparent message that the spirit of the Ukrainian individuals stays unbroken, and so they proceed to face sturdy of their homeland.
What sort of challenges did you encounter filming in Ukraine in the course of the ongoing battle?
Filming in Ukraine amid the continued battle offered profound challenges, from safeguarding the crew and topics to navigating energetic army zones and restricted entry to sure areas. But, the true take a look at was capturing the uncooked feelings and tales of these affected, requiring deep sensitivity and trust-building. By these struggles, the workforce aimed to honor the resilience of the human spirit, guaranteeing that the voices of these enduring the battle are heard and felt all over the world.
Individuals tales play such a robust position on this video. What was it vital to point out these private narratives?
Private tales within the movie supply an intimate glimpse into the lives of Ukrainians instantly impacted by the battle. By specializing in these particular person experiences, the video transforms the overwhelming scale of struggle into relatable human moments. This method fosters empathy, encouraging viewers to see past statistics and information experiences to the true individuals enduring these occasions.
You captured the stark distinction between the gorgeous landscapes & cultural landmarks with the brutal devastation of the struggle. What have been you most stunned about being immersed on this setting, on the bottom?
Being on the bottom in Ukraine, probably the most shocking and shifting expertise was witnessing the juxtaposition of its breathtaking landscapes and wealthy cultural heritage with the cruel realities of struggle. It was each heartbreaking and awe-inspiring to see how the great thing about the land coexists with the scars of battle, and the way the individuals proceed to seek out hope and power amidst such devastation.
The movie ends with a shift towards a message about tourism within the Ukraine. What’s the key takeaway for viewers who could not even be enthusiastic about the Ukraine with all the opposite wars and conflicts now dominating the headlines?
The important thing takeaway is that Ukraine, a land of unimaginable magnificence and cultural richness, deserves international consideration and assist. Amid the turmoil, its resilience stands sturdy. This video sheds gentle on the highly effective human tales behind the battle, reminding us they deserve our focus. As headlines shift, the braveness of extraordinary Ukrainians continues to encourage.
POSTED BY: Debbie Flynn