In a memo seen by PRWeek, the society laments the country's lack of a clear identity. It states: ‘Glittering onion domes, matryoshka dolls, beet root soup and unusually beautiful women are not unique to Ukraine but are known as symbols of many Eastern European and formerly Soviet countries... There is no person, place or thing that is easily recognisable
and succinctly represents Ukraine, such as David Beckham does for England'.
To combat this, the society has joined forces with Ukraine International Airlines to launch a national competition in the UK, asking the public to submit advertising straplines. It is hoped the competition will fuel publicity and spur the Ukrainian government into action.
Head of secretariat Megan Burke told PRWeek: ‘We know the Ukrainian government has shown interest in this in the past. A few years ago the foreign ministry issued a directive to its embassies to rebrand the country, but diplomats struggled.'