The City of Zheleznovodsk hosted the official presentation of a new brand for the North Caucasus as developed by NCFU. The strategic aim of the project is to develop a visual identity for the Region as well as to create a more attractive image for tourists, investors and general public.

NCFU initiated the brand development, for which purpose marketing research was held, the target audiences within those being Russians as well as people from abroad. For many, the North Caucasus is associated with two symbols – sea and mountains, which served the basis for the meaning of the symbol, which is to reflect the major features here – hospitality, rich culture and intact nature.

At the official ceremony, the major messages sent out were as follows:

North Caucasus – Mountains of Opportunities (for business and self-fulfillment)

North Caucasus – Mountains of Hospitality (for tourists)

North Caucasus – Mountains of Longevity (for consumers).

These are the messages to be reflected in the projects aimed at promoting the Region’s progress.

– The concept of this brand is really an initiative coming NCFU. Actually, it is a challenge to the industry itself. A number of Russian areas have such brands, so we decided to follow the path. Our experts consulted various federal authorities and finally decided that we had to take up the initiative in case we wanted to do something useful for the tourism industry in the North Caucasus Region, – Dmitry Bespalov (Rector, NCFU) was quoted as saying.

Now, NCFU is to act as the operator in terms of promoting the brand, while the project implies branding goods manufactured in the North Caucasus, as well as hosting respective events and even developing a special line of souvenir products.