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Slovakia to work on its branding

SOME time next year Slovakia will present itself to the world with new and more attractive branding, Foreign Minister Miroslav Lajčák announced at a press conference on February 18.

SOME time next year Slovakia will present itself to the world with new and more attractive branding, Foreign Minister Miroslav Lajčák announced at a press conference on February 18.

"We will no longer send out conflicting messages," said Lajčák, as quoted by the TASR newswire.

The press conference symbolically launched a public discussion on the preparations for Slovakia's common branding.

The branding project coordinated by the Foreign Ministry is now entering a crucial phase when, after an expert-level discussion, the ministry will reach out to the general public.

"The responses will represent important feedback, which we'll respect," said Lajčák, as quoted by TASR, adding that there will be a call for a tender after the public discussion has concluded. The winner will prepare a comprehensive branding of Slovakia, involving the creation of a logo, slogans, graphics and presentation campaigns.

The minister considers it important that apart from criticism, Slovakia also manages to look at the many positive stories and successes that the country and the Slovak people have achieved.

"That's what the branding should be about. Only then will we be perceived positively by others - when we ourselves believe in the story that we're telling. I want us to let the world know about us in a positive light," stressed Lajčák.

Source: TASR

Compiled by Michaela Terenzani from press reports
The Slovak Spectator cannot vouch for the accuracy of the information
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