results

THE ARCTIC TIME
PROJECT FOR INSTITUTE
OF REGIONAL PROBLEMS
Communication support
by CROS
Background
The public is not generally aware of
the importance of the Arctic region
development
There is a general delusion that human
activities in the Arctic region are not
sustainable and bring harm to the
environment
Campaign goal and objectives
GOAL
•
Raise public awareness of the Arctic and
expand knowledge about the region
OBJECTIVES
•
Establish a reliable online source of
information about the Arctic region
•
Promote the idea of the importance of the
Arctic region exploration among the general
public
•
Involve target audiences into the dialogue
Elaboration of the
Arctic Time Brand identity
Brand concept ― simplicity and transparency,
the Arctic’s openness to the exploration
Logo ― ice-crystal shaped polar bear
Unique brand style: ice crystals that
symbolize diversity of the Arctic, its flora and
fauna, natural resources
The official Arctic Time social media
communities
Daily source of the latest Arctic
news and information in a popular
scientific format
•
•
•
•
Official communities on Facebook,
VK and Twitter
Daily posting of the latest news
and topics on the project
Quizzes and contests among
subscribers
User-generated content
RESULTS
• The leading source about the
Arctic in Russian social media
• More than 50,000 subscribers
Online contest
#ГеройдостойныйАрктики*
• The concept
#ГеройдостойныйАрктики – to work
in the Arctic means to be a true Hero
• We asked social media audiences to
share stories about their heroes
• Users voted and selected the most
inspiring stories
• The winner was chosen by the
legendary Russian polar explorer
Artur Chilingarov and visited the
Arctic
RESULTS
• About 100 participants
• Reach of the hashtag above
2,100,000 users
• More than 25,000 likes and 650
reposts
*Contest title translation: the Arctic welcomes
only true heroes
Launch of the Arctic Time conceptual
branded website
A reliable information source about the
Arctic in support of social media
communities
• Unique design conception – “The Arctic:
Yesterday, Today, Tomorrow”
• Latest news about the Arctic region in
both Russian and English
• Transparent information about the Arctic
exploration and region development
• Interactive content (tests, quizzes, etc.)
RESULTS
• More than 100 published materials on
the website
• Achievement of positive results above
the client’s KPI
Communication support for the
Institute of Regional Problems
• Encourage and develop the expert
discussions and scientific events on
the Arctic theme
• Communication support for 2
analytical reports about the role of
the Arctic region in socio-economic
development of Russia
• 2 press events at the key national
news agencies to present research
results
• Infographics creation
RESULTS
• More than 100 experts involved
• More than 500 publications in
federal and regional media
Art and photography exhibition
“The Arctic: yesterday, today, tomorrow”
• Unique photo-exhibition developed and
organized, information support provided
• 3 conceptual parts – photos from the
past and the present, paintings that
represent artists’ prospection on the
Arctic future
• Placement in the center of Moscow
• Unique works of photographers and
artists including works of a famous
painter – Nikas Safronov
RESULTS
• More than 250,000 visitors
in 2 months
• More than 460 posts in
social media
• More than 70 materials in
media, including 10 on TV
channels
Results
The leading
information source about
the Arctic in Russian
social media
More than
experts on the Arctic
were involved into
the discussions
More than
publications in
federal and regional
media – print, online,
radio and TV
More than
More than
mln visitors of the
unique photo
exhibition
followers in social
media