«Лучше пойти и застрелиться»: члены совета по туризму раскритиковали новую визуализацию бренда Калининградской области

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{"ID":"688612","~ID":"688612","TAGS":"туризм, бренд региона, совет по туризму, калининградская область","~TAGS":"туризм, бренд региона, совет по туризму, калининградская область","NAME":"«Лучше пойти и застрелиться»: члены совета по туризму раскритиковали новую визуализацию бренда Калининградской области","~NAME":"«Лучше пойти и застрелиться»: члены совета по туризму раскритиковали новую визуализацию бренда Калининградской области","IBLOCK_ID":"54","~IBLOCK_ID":"54","IBLOCK_SECTION_ID":"828","~IBLOCK_SECTION_ID":"828","DETAIL_TEXT":"\r\n\u003Cp\u003E\u0026laquo;Историческая составляющая является основным конкурентным преимуществом Калининградской области как потенциального центра всесезонного туризма\u0026raquo;. К таким выводам пришла \u0026laquo;Медиа-группа \u0026laquo;Феномен\u0026raquo; из Санкт-Петербурга, разработавшая по заказу региональных властей \u0026laquo;бренд Калининградской области как центра всесезонного туризма\u0026raquo;. Его презентовали сегодня в присутствии СМИ на заседании совета по туризму при губернаторе. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Как заметила министр Марина Агеева, прежний дизайн не дал тех результатов, которых хотелось достичь, поэтому не только у региональных властей, но и у экспертов сложилось мнение о необходимости ребрендинга. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Фактически презентация состояла из двух частей. Первая включала в себя интервью с жителями Калининградской области и Санкт-Петербурга о том, что собой представляет регион, и \u0026laquo;резюмирующих выводов\u0026raquo;, которые по сути были рекомендациями. Вторая часть представляла нечто, отдаленно напоминающее страницы из наспех сделанного брендбука. Он знакомил всех присутствующих с вариантами логотипа региона и лаконичным обоснованием в чем, собственно, заключается идея каждого из них. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Около часа представитель \u0026laquo;Феномена\u0026raquo; потратил на то, чтобы зачитать презентацию со всеми имеющимися подробностями. Нужды в этом особенной не было, поскольку все присутствующие имели возможность детально рассмотреть презентацию на своих экранах. По словам докладчика, в общей сложности компания провела 56 интервью с жителями Калининградской области и Санкт-Петербурга. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Так, отвечая на вопрос: \u0026laquo;В чем состоит уникальность Калининградской области?\u0026raquo;, 30% респондентов проголосовали за вариант \u0026laquo;Архитектура\u0026raquo;, 22% выбрали вариант \u0026laquo;Российская Европа\u0026raquo;, 15% - Балтийское море. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Российская Европа - сложившийся стереотип, дающий представление о Калининградской области, как о кусочке Европе. Стереотип - потому, что сложился еще с советских времен\u0026raquo;, \u0026mdash; заметил представитель медиа-группы. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E К конкурентным преимуществам региона, по мнению опрошенных, относится компактность (37%), количество кафе и ресторанов (19%), качество обслуживания в туристической сфере (17%), озеленение улиц (12%), количество гостиниц (12%), бюджетное такси (1%). \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Что касается недостатков, то в этот перечень попали: запущенность памятников, ее указали 33% опрошенных, недостаточное туристическое информирование \u0026mdash;26%, стоимость проживания в гостиницах \u0026mdash; 21%, плохая инфраструктура в малых городах \u0026mdash; 10%, цена на вход в музеи \u0026mdash; 5%. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Ключевыми же фактором, отпугивающим потенциальных туристов от поездки в Калининградскую область, предсказуемо стала высокая стоимость билетов. За этот вариант проголосовало 38% опрошенных. Погода не устроила 27%, еще 18% респондентов смущает визовый режим с Литвой. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Авторы исследования поинтересовались, какой вид туризма наиболее предпочтителен для приезжающих в регион.Более 50% респондентов проголосовало за вариант \u0026laquo;исторический, познавательный туризм\u0026raquo;. Представитель медиа-группы \u0026laquo;Феномен\u0026raquo; отметил, что историческая составляющая региона является основой для привлечения туристов и было бы неплохо заняться развитием этого направления. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Видимо, в продолжение этой идеи собравшимся продемонстрировали четыре варианта логотипа и обоснование визуализации. Так, первым вариантом стал красный логотип под которым черным по белому написано \u0026laquo;Калининградская область. Русская готика\u0026raquo;. Вариант №2 напоминал три разноцветных флажка с надписью \u0026laquo;Калининградская область. Добро пожаловать в Королевство\u0026raquo;, третий вариант походил на трехцветную башню с подписью \u0026laquo;Калининградская область. Путешествие во времени\u0026raquo;. Однако больше всего членов совета смутил четвертый, черно-желто-синий логотип с подписью \u0026laquo;Калининградская область. Рядом, на краю страны\u0026raquo;, который присутствующие сразу стали ассоциировать с флагом Украины. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Если не было бы ситуации с Украиной, никто не спросил. Это цвета песка и моря\u0026raquo;, - улыбаясь, заметил представитель \u0026laquo;Феномена\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Ну, мы сейчас живем в эпоху этих исторических событий. Я бы на это все равно обратила внимание, тут цвета украинского флага, а мы живем в России\u0026raquo;, \u0026mdash; возразила одна из членов совета. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Владелец брендингового агентства \u0026laquo;Лаборатория успеха\u0026raquo; Александр Пронин заявил, что тут \u0026laquo;нечего обсуждать, все это вызывает улыбку\u0026raquo;. \u0026laquo;Это ни в эстетические, ни в какие рамки, вообще, не лезет. С этим невозможно работать, ни масштабировать, ни с точки зрения использования в малых размерах. Хотите, мы напишем обоснование почему лучше пойти и застрелиться? И дело не в том, что мы к этому не имеем никакого отношения, а в том, что нам с этим работать и жить, это касается каждого из нас\u0026raquo;, - высказался Пронин. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Экс-замминистра промышленности Калининградской области Марина Друтман заметила, что представителям \u0026laquo;Феномена\u0026raquo; \u0026laquo;нужно было спросить не 56 респондентов, а например, 160 и тогда бы мы имели другие цифры\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Потому что вот здесь я растерялась, когда у вас говорится, будто приезжающие к нам вспоминают о Куршской косе в последнюю очередь. Я с вашими выводами не совсем согласна, мне кажется, 56 человек - это чрезвычайно мало\u0026raquo;, \u0026mdash; заявила экс-чиновник. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Замдиректора \u0026laquo;Калининградской Мониторинговой Группы\u0026raquo; Алексей Высоцкий заметил: работа компании-подрядчика выполнена на уровне студенческой курсовой второго курса и едва ли является полноценным социологическим исследованием хотя бы потому, что логика работы построена на \u0026laquo;некой гипотезе, будто у нас есть некий среднестатистический турист, который живет в Санкт-Петербурге\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Марина Агеева также согласилась, что проведенное санкт-петербургской компанией исследование вряд ли можно считать полным. \u0026laquo;Конечно, возникнет достаточно большое количество вопросов. Складывается впечатление, что можно было бы опросить большее количество людей, и если мы не примем этот отчет, исполнитель будет его дорабатывать\u0026raquo;, \u0026mdash; заявила министр по туризму. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E В итоге было решено оформить мнение экспертов письменно и отправить компании-исполнителю для доработки концепции бренда Калининградской области.\u003C\/p\u003E\r\n \r\n\u003Cp\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n \r\n\u003Cp\u003E\u003Ci\u003EТекст: Елена Иванова\u003C\/i\u003E \r\n  \u003Cbr \/\u003E\r\n \u003C\/p\u003E\r\n ","~DETAIL_TEXT":"\r\n\u003Cp\u003E\u0026laquo;Историческая составляющая является основным конкурентным преимуществом Калининградской области как потенциального центра всесезонного туризма\u0026raquo;. К таким выводам пришла \u0026laquo;Медиа-группа \u0026laquo;Феномен\u0026raquo; из Санкт-Петербурга, разработавшая по заказу региональных властей \u0026laquo;бренд Калининградской области как центра всесезонного туризма\u0026raquo;. Его презентовали сегодня в присутствии СМИ на заседании совета по туризму при губернаторе. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Как заметила министр Марина Агеева, прежний дизайн не дал тех результатов, которых хотелось достичь, поэтому не только у региональных властей, но и у экспертов сложилось мнение о необходимости ребрендинга. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Фактически презентация состояла из двух частей. Первая включала в себя интервью с жителями Калининградской области и Санкт-Петербурга о том, что собой представляет регион, и \u0026laquo;резюмирующих выводов\u0026raquo;, которые по сути были рекомендациями. Вторая часть представляла нечто, отдаленно напоминающее страницы из наспех сделанного брендбука. Он знакомил всех присутствующих с вариантами логотипа региона и лаконичным обоснованием в чем, собственно, заключается идея каждого из них. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Около часа представитель \u0026laquo;Феномена\u0026raquo; потратил на то, чтобы зачитать презентацию со всеми имеющимися подробностями. Нужды в этом особенной не было, поскольку все присутствующие имели возможность детально рассмотреть презентацию на своих экранах. По словам докладчика, в общей сложности компания провела 56 интервью с жителями Калининградской области и Санкт-Петербурга. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Так, отвечая на вопрос: \u0026laquo;В чем состоит уникальность Калининградской области?\u0026raquo;, 30% респондентов проголосовали за вариант \u0026laquo;Архитектура\u0026raquo;, 22% выбрали вариант \u0026laquo;Российская Европа\u0026raquo;, 15% - Балтийское море. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Российская Европа - сложившийся стереотип, дающий представление о Калининградской области, как о кусочке Европе. Стереотип - потому, что сложился еще с советских времен\u0026raquo;, \u0026mdash; заметил представитель медиа-группы. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E К конкурентным преимуществам региона, по мнению опрошенных, относится компактность (37%), количество кафе и ресторанов (19%), качество обслуживания в туристической сфере (17%), озеленение улиц (12%), количество гостиниц (12%), бюджетное такси (1%). \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Что касается недостатков, то в этот перечень попали: запущенность памятников, ее указали 33% опрошенных, недостаточное туристическое информирование \u0026mdash;26%, стоимость проживания в гостиницах \u0026mdash; 21%, плохая инфраструктура в малых городах \u0026mdash; 10%, цена на вход в музеи \u0026mdash; 5%. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Ключевыми же фактором, отпугивающим потенциальных туристов от поездки в Калининградскую область, предсказуемо стала высокая стоимость билетов. За этот вариант проголосовало 38% опрошенных. Погода не устроила 27%, еще 18% респондентов смущает визовый режим с Литвой. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Авторы исследования поинтересовались, какой вид туризма наиболее предпочтителен для приезжающих в регион.Более 50% респондентов проголосовало за вариант \u0026laquo;исторический, познавательный туризм\u0026raquo;. Представитель медиа-группы \u0026laquo;Феномен\u0026raquo; отметил, что историческая составляющая региона является основой для привлечения туристов и было бы неплохо заняться развитием этого направления. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Видимо, в продолжение этой идеи собравшимся продемонстрировали четыре варианта логотипа и обоснование визуализации. Так, первым вариантом стал красный логотип под которым черным по белому написано \u0026laquo;Калининградская область. Русская готика\u0026raquo;. Вариант №2 напоминал три разноцветных флажка с надписью \u0026laquo;Калининградская область. Добро пожаловать в Королевство\u0026raquo;, третий вариант походил на трехцветную башню с подписью \u0026laquo;Калининградская область. Путешествие во времени\u0026raquo;. Однако больше всего членов совета смутил четвертый, черно-желто-синий логотип с подписью \u0026laquo;Калининградская область. Рядом, на краю страны\u0026raquo;, который присутствующие сразу стали ассоциировать с флагом Украины. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Если не было бы ситуации с Украиной, никто не спросил. Это цвета песка и моря\u0026raquo;, - улыбаясь, заметил представитель \u0026laquo;Феномена\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Ну, мы сейчас живем в эпоху этих исторических событий. Я бы на это все равно обратила внимание, тут цвета украинского флага, а мы живем в России\u0026raquo;, \u0026mdash; возразила одна из членов совета. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Владелец брендингового агентства \u0026laquo;Лаборатория успеха\u0026raquo; Александр Пронин заявил, что тут \u0026laquo;нечего обсуждать, все это вызывает улыбку\u0026raquo;. \u0026laquo;Это ни в эстетические, ни в какие рамки, вообще, не лезет. С этим невозможно работать, ни масштабировать, ни с точки зрения использования в малых размерах. Хотите, мы напишем обоснование почему лучше пойти и застрелиться? И дело не в том, что мы к этому не имеем никакого отношения, а в том, что нам с этим работать и жить, это касается каждого из нас\u0026raquo;, - высказался Пронин. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Экс-замминистра промышленности Калининградской области Марина Друтман заметила, что представителям \u0026laquo;Феномена\u0026raquo; \u0026laquo;нужно было спросить не 56 респондентов, а например, 160 и тогда бы мы имели другие цифры\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u0026laquo;Потому что вот здесь я растерялась, когда у вас говорится, будто приезжающие к нам вспоминают о Куршской косе в последнюю очередь. Я с вашими выводами не совсем согласна, мне кажется, 56 человек - это чрезвычайно мало\u0026raquo;, \u0026mdash; заявила экс-чиновник. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Замдиректора \u0026laquo;Калининградской Мониторинговой Группы\u0026raquo; Алексей Высоцкий заметил: работа компании-подрядчика выполнена на уровне студенческой курсовой второго курса и едва ли является полноценным социологическим исследованием хотя бы потому, что логика работы построена на \u0026laquo;некой гипотезе, будто у нас есть некий среднестатистический турист, который живет в Санкт-Петербурге\u0026raquo;. \u003C\/p\u003E\r\n \r\n\u003Cp\u003E \u003C\/p\u003E\r\n \r\n\u003Cp\u003E Марина Агеева также согласилась, что проведенное санкт-петербургской компанией исследование вряд ли можно считать полным. \u0026laquo;Конечно, возникнет достаточно большое количество вопросов. 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