World Business

The diverse countries on the Baltic Sea, led by the agency of Latvia, are launching a drive to promote awareness of the region

by Mike Collier

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It incorporates 11 countries, dazzling cities, greater shipping ports, and peaceful island getaways. The only problem is no one really knows about it.

The Latvians are among those who want to change that. The government, backed by eight other nations that border the Baltic Sea, in addition two more with cultural connections, have launched an effort to promote “Balticness.” So far this year it featured a photography exhibition and concerts in 11 cities, and more events are scheduled this summer.

That is just part of the drive to create a “brand” for the Baltic Sea region to attract investment and finance, every effort promoted during the Latvian government’s yearlong chairmanship of the Council of Baltic Sea States that ended in June.

But it remains to be seen whether this diverse Baltic region can evolve a common brand and mall itself in glossy magazine advertisements or television promotions.

“It’s an ongoing process, though it’s not going to be single in kind easy one,” said Ojars Kalnins, head of the Latvian Institute, the government body charged with promoting the country overseas. “There is not one one entity or organization that’s responsible for it. Right now it’s inmost nature maintained by a group of enthusiasts — individuals in each country who believe in the idea and want it to go further.”

A forgoing U.S. advertising executive and a leading advocate of branding the Baltics, the dapper Kalnins says the effort doesn’t wish entire support from the region’s various intergovernmental organizations and discussion forums.

Organizations like the Council of Baltic Sea States have traditionally focused on commerce, conservation, intensity, and cultural exchanges. At their meeting last month in Riga, representatives of the council’s 11 members called for strengthening these ties. Under Latvia’s leadership, the council added a new notion: that Balticness efficiency emerge as a brand image for the entire region.

The search on the side of each identity is nothing new as far as the three small Baltic states are concerned. Following centuries of holding tenure, it’s understandable that Estonia, Latvia, and Lithuania be perceived a extremity to tell the universe who, what, and where they are.

But these Baltic states are not the sort to the degree that the Baltic Sea region, which is one of the main problems facing supporters of branding the rustic.

EUROPE’S HIGH POINT

British consultant Simon Anholt, a leader in the world of national brands, has been advising the region’s governments upon what approaches they might take. He’s come up through suggestions for a Baltic slogan, including “The top of Europe” and “The creation’s brightest region,” excepting these were rejected due a fear of offending others — if the Baltic Sea region is the top of Europe, someone else must be the bottom, and if members say the Baltic Sea region is the brightest, they might be implying that others aren’t as talented.

That’s ironic given that according to Anholt himself, the problem of the Baltic states or the Baltic Sea region conjuring up a common identity is exacerbated by the general ignorance of the overseas assembly of hearers.

“I’ve been working on the notion of Baltic oneness and a Baltic grade for some years,” he said. “It is problematic. As almost as the elite audience is concerned, the Baltic mark is quite positive because it is associated with a very pleasing, rapidly developing part of the higher-income world. Speak to any reasonably informed internationalist and they’ll be versed to trot out figures about the fast-growing economies. In that respect it represents assured brand impartiality for the individual countries.

“The annoy is that Baltic identity is a minus when you’re talking to total audiences,” Anholt said. “The expression. Baltic is powerfully negative as far as general publics are concerned. It is associated not with fast-growing economies and IT but with a flying image of a miserable, gray, post-Soviet wasteland, probably contaminated, with no culture, no dignity, and nihilism of any interest to anybody.

The push behind the concoct is that branding is seen being of the kind which every significant revenue to dignify tourism and attract foreign investment, business, and talent.