Bulgaria Advised to Follow Ireland's Branding Strategy

Sofia News Agency

Ireland's experience in creating a winning branding strategy has been highly recommended as the best model for Bulgaria.

"Ireland joined the European Union in 1973 and managed to grow from a country generally perceived as a destination with nothing to do and see to a hugely popular one," James Knight, CEO of leading UK advertising company Knight International, said.

Knight joined Wednesday Bulgaria's key annual tourism event, Bulgaria Dream Area, which he has been following from its very start in 2001. This year the conference takes place under the heading "Rendezvous EU".

The Irish government created a brand-building department and focused on key areas -- the people and the natural resources, James Knight recalled.

Drawing parallels with Bulgaria, he proposed that the country set up a cross-cultural enterprise for branding, clear out its brand image, shy away from the stereotype and focus on PR and media commentaries, rather than expensive ads.

"For every negative article printed you need to produce three positive articles," James Knight suggested.

"Laws rule in the fields of tourism," said the expert, adding that here, just as in life, the law of magnetism and attractiveness works in full force. As a consequence likes attract likes.

The impressive increase of 280% in the number of Irish visitors to Bulgaria last year only comes to prove his point.