The Black Sea nation, home of the mythological Golden Fleece, has called in The PR Office. The agency will use the country’s participation in the current Rugby World Cup as a springboard for the PR push.
PR Office chairman Shimon Cohen admitted that references to Georgia usually make Brits think of Russia or the US state that shares the same name.
But his agency will be attempting to make the country known for its status as the birthplace of wine and for having the fastest- growing economy in Europe.
The World Bank’s Doing Business in 2007 survey concluded that the country is the world’s leading economic reformer.
The PR Office has been brought in on a dual brief: to promote tourism and encourage inward investment. The work to raise the profile of Georgia’s European heritage begins with the Rugby World Cup, in which it is fielding a team. It will also involve Inward Investment Missions to London, Vienna and New York.