How can Ukraine be positioned within the framework "as well as"? Travel positioning should give visitors a good reason for coming in Ukraine. It is clear that for different groups of potential tourists those reasons are different. So it makes sense to demonstrate our principles of positioning development on some examples. Private Tourism Potential target groups: • people on the threshold of making decision; ♦ spiritual seekers; • people in crisis; ♦ Slavdom of the World. Ukraine , with its philosophy of "as well as" is a unique area with a favourable environment for giving birth to something new between the things, that are normally opposed to each other. It’s a space, where you may experience a breakthrough, a leap, a renovation, an insight. The country provides space for new ideas, resolution of internal conflicts, taking complex decisions. Here one comes to bring him/herself to the point of balance and integration, to undergo a spiritual and physical renewal. Here one has space and time where all alternatives can be equally true, where you can keep the "dynamic pause". In Ukraine it’s logical to extend personal boundaries, to get new experience, knowledge and skills, to acquire new habits and to get rid of the old ones, to contemplate, to invent, to combine, to learn life in a new way, to arrange weddings... Business tourism. T-groups: "Companies and sectors on the threshold of changes" (publishing, telecommunications, IT, architecture, construction, transport, tourism, etc.) For the groups mentioned above Ukraine is a place for emergence of "ideas on jointing edge", to share experiences, to negotiate, and considering its favourable geographic location, transport and tourist hub, the city for locating central European offices. In Ukraine it is reasonable to organize intersectoral, interdisciplinary, interfaith events: conferences, summits, forums and expos, hold multilateral talks, councils, field session. Ukraine can apply to international sport events, multigenre and jazz music festivals. The concept of "as well as" brings forth irony. International Comedy Film Festival could be the trade mark, for example, the one in Odessa.
«Ukraine: the Dynamic Pause» tourist network The Problem: the time flow gets faster, its pressure increases. “Identity crisises” become a common thing, as well, as the moments, when one must make decision of the greatest importance. The range of options is huge, how to pick the only one? Resolution: creating a “Ukraine: Dynamic Pause tourist network”. Tourist product: covering Ukraine with the network of "slow routes”: foot, horseback, bicycle, water, the oxen ... with an extensive network of staging posts with the ability to sync with a "fast global time”: WI-FI, all kinds of communication, entertainment and spiritual events within the concept of “as well as". Development: infrastructure development by means of small businesses with minimal state support, covering by the project development of small towns and villages to promote employment of local people, markets for local products. That assumes: design of an interactive map. Many forms and ways: spiritual (monasteries) — health (apitherapy), cultural (festivals) — sport (cycling, kayaking, fishing ...), intellectual and psychological, "conversational” and “silent“, etc. What do we “sell” in such a way to our customers? The space, where all the options are right. An opportunity of a dynamic pause. Time and space for making decisions. Communication examples: Going over the edge of choice. Between “scary” and “boring”. Between “play” and “stop”. Between “me” and “us”. Between senses and mind. The space of dynamic balance. You’ll come back different.” “Ukraine – is your personal Joker’” or “Pull your Joker!”. “There is a place in the world to come for bringing yourself to balance, to retrieve wholeness, to make a decision. In Ukrainian language sense inherent both sensual and intellectual aspects; they can teach you to “think with your heart”. Adjoin contrasts create highly energized space. The space of the dynamic, “blast” pause. The space for dynamic balance. Here you can disburden from routine and dip into a new “blast” atmosphere. Letting yourself to be rather “as well as”, instead of “either… or”. Discovering a new balance. Finding DIFFERENT solutions. It’s a special world – — perfect for resolving inner conflicts, making decisions, bringing forth innovations, ideas and personal transformations. In here it’s weird. It’s unusual. It’s wonderful!” So, it makes sense to promote the product using contrast: pacing ads in places with the highest speed (including speed of life): a business centres of the city, on highways, in airports, on main informational web-sites of the country, in evening news etc.