Project Overview

Our goal was not simply to translate materials from another language, but to create a genuine, soulful, and culturally resonant adaptation of one of the UK’s most beloved national tourism brands — specifically for a Russian audience.

My Role

In my position, I was responsible for the full range of tasks involved in localizing marketing content, including:

• Reworking creative ideas to fit the Russian market

• Customizing visuals and copy to align with Russian cultural details and audience expectations

• Overseeing creative and photo production

• Leading cross-cultural brand adaptation for both digital and offline channels

Authenticity in Execution
To ensure the campaign felt authentic, we organized an on-location photo shoot in the UK, featuring real people rather than professional models. This approach allowed us to truly capture the essence of Britain and reflect the diversity at the heart of the original campaign’s message.

Creative Assets and Adaptation
We developed exclusive marketing materials for the Russian market, such as:

• Calendars

• Posters

• Digital advertisements

The design approach prioritized simplicity and visual impact. For example:

• We retained the recognizable “____ IS GREAT” format

• Integrated the brand’s signature color scheme

• Added patriotic elements like Union Jack accents to strengthen the UK connection

Media Strategy
Once all materials were finalized, we launched the campaign across both:

• Popular Russian online platforms

• Traditional offline media channels
  This helped maximize reach and boost brand recognition.

Key Skills Applied

• Cross-cultural marketing & brand management

• Leading international creative projects

• Content localization for digital and offline media

• Photo production and creative direction

• Strategic digital media planning

Results & Impact

The localized “Visit Britain” campaign succeeded in preserving the heartfelt sincerity and core messaging of the original while making it highly relatable for Russian audiences. The adaptation sparked a genuine sense of wanderlust, as reflected in:

• Positive feedback from participants

• High engagement rates across media channels