1. Project: Olialia blonde island
Category: INTERNATIONAL COMMUNICATION
Summary
Several years ago, the movement of Lithuanian blondes established the„Olialia“
brand that has achieved tremendous results in a short period of time – today, the
brand that operating in 75 business sectors, is recognized by 81.8 percent of
Lithuanians. As many as 90.3 percent of 20-29 year old people are familiar with the
brand. The brand is mostly associated to people with the blonde Olialia girls (63
percent of the respondents).
Today, Olialia brand is operating in 75 business sectors: food products as Olialia
Cola, Olialia Cola Ledai, italian food restaurants Olialia pizza, Olialia Computers,
Olialia Accesssories, new agency Olialia.lt, music brand Olialia Pupytes, luxurious
limousines Olialia Limo, Olialia Limo and Olialia beauty clinic are marked by the
Olialia brand.
In 2008, partners’ deductions for the use of the “Olialia” brand amounted to more than
2.5 million U.S. dollars, in 2009, this figure exceeded 4.5 million U.S. dollars. In 2010,
“Olialia group” plans to get a net income of 10 million dollars.
Gained considerable brand Olialia development experience, know how, "after
considering all the pluses and the mistakes, trade mark Olialia owners decided to
expand its activities abroad. They found themselves in spotlight - Western Europe,
the USA, Russia and Ukraine.
To PR and marketing agency AD Hunters was given the task - with minimal expenses
present to the Western European, U.S. and Commonwealth of Independent States
(CIS) market brand Olialia, explain its achievements in philosophy and strategy . The
campaign budget - € 1,000 (media budget = 0$).
The basic idea – talk about Lithuanian blonde women movement plans to create a
Olialia blondes island in Maldives Islands, where all service personnel will only be
blond.
2. Olialia brand has established Respublika publishing house in Lithuania, but the
projects are implemented by Lithuanian blonde women movement who have banded
into Olialia blonde community.
Main idea – create about Olialia messeage, which can be interesting for all world
media, which would lead to debate, argue, and reach the task of the client. Another
question - the idea must be according Olialia brand philosophy and give the
opportunity to implement something new, unusual.
PR and marketing agency AD HUNTERS 'professionals have extensive experience in
the tourism sector, we offer to client create a project of Olialia blondes island - the
prestigious resort of blondes in the Maldives Islands & inform world about this plans
with task to find investors.
Situation
Before campaign about Olialia trademark people well know only in Lithuania.
For agency AD HUNTERS was a big challenge to create campaign, which allow to
inform all world about Olialia brand.
Big experience in international communication allow for AD HUNTERS to reach a
tasks of client.
Objectives
Campaign Olialia blonde island tasks was:
1) To introduce Western Europe, the CIS and the U.S. population with Olialia brand,
its philosophy and strategy.
2) familiarize Western Europe, CIS and the U.S. population with Olialia brand
developments in Lithuania and plans to work abroad.
3) Do that the world talk about Olialia brand (task - to find potential partners for
Olialia development in Western Europe, USA and CIS countries. If you describe in
one sentence, the campaign was to attract world public attention to the small country
brand, with exciting projects implemented in the luggage and looking for franchise
partners around the world.
4) To find a partners & investors for Olialia brand development in the world.
Strategy
Interesting news about Olialia brand plans.
Execution
Press releases on the island of blondes Olialia was distributed in three phases:
3. 1) Report on blondes idea to build an island in Maldives. 2010 August 30th.
2) Report prepared by the blondes island architects design. 2010, the month of
October.
3) Report on project delivery of real estate exhibition MIPIM in Cannes, France.
January 2011.
Some parts of press-release
According to the draft project of the resort, the shape of the island will resemble a
women’s shoe. “There will be a number of hotels (at first, there will be 61 villas, and in
the future, the number of rooms will increase to 500), several restaurants, a nightclub,
a beauty salon and spa centers, the centre of harmony and psychology, a marina, a
boardwalk, a mall and a helipad on the island. All the buildings will comply with the
spirit and the worldview of the blondes’ the world’s famous companies will be the
operators of the hotels, restaurants and service centers. The tenders will be
announced soon.
Soon, a worldwide competition for the position of the blonde island’s manager will be
announced. “We are developing the conditions of the competition, and every citizen of
the world will be able to participate in it,” Pukiene says.
A specially designed charter airline “Olialia airlines” will be delivering tourists to the
island of blondes. The airline will employ only blonde flight attendants and pilots.
Press releases were distributed in the following languages: English, Russian, Latvian
and Lithuanian.
Press releases were distributed in Western Europe, USA and CIS countries, the
media, global news agencies. Together with the reports have been circulated pictures
and videos on Olialia 'activities in Lithuania.
After the first press release resulted in more than 400 letters from the world media
with additional questions. We prepare and send the answers to the image.
Documented Results
In Public relations the best demonstrated the results is a quantity of publications:
more than 19 thousand publications in all the world : press, radio, television and the
Internet: Europe, Asia, Oceania, North and South America, Africa.
An important point - even footage large television channels and radio stations did not
avoid running Olialia brand, its product commercials.
Other significant results:
4. Olialia pages reviewed 7 million 268 thousand and 236 internet users
Reporting of such world-famous broadcast media outlets as ABC, FRANCE 24, MTV,
Sky News, BBC, CNN, FOX, CBS, wrote to newspapers such as The Guardian, The
Sun, Daily Mail, Daily Telegraph " Metro, the New York Times, The Washington
Times, Herald Tribune, "Komsomolskaya Pravda", "Kommersant," Izvestia ","
Moskovsky komsomolec and others. All applications would not be sufficient to
accommodate all media titles (more than 19 thousands of articles and reports).
Olialia brand owners received 2,000 emails, 400 phone calls, facebook messages
160 from 90 countries in the world of entrepreneurs willing to cooperate.
20 investors ready to finance construction of the island blondes. Owners of 12 islands
in the Caribbean, the Maldives and Greece are ready to become partners in the
project blondes island.
The campaign results were achieved. Olialia blondes island "of communication design
has become a real business idea that will be implemented by 2015, with a range of
partners from UK, USA and India.
TV reports:
http://abcnews.go.com/Travel/maldives-tropical-resort-hire-blonde-
models/story?id=11816191
http://www.france24.com/en/20101018-hitler-germany-latvia-blonde-tomatoe-
spain-roma
http://dziendobrytvn.plejada.pl/24,39089,wideo,,210435,imperium_blondynek,ak
tualnosci_detal.html
http://dziendobrytvn.plejada.pl/24,39089,news,,1,,imperium_blondynek,aktualno
sci_detal.html
http://www.bonsai.tv/magazine/news/bbb-bionde-bambole-barbie-cercasi-per-
popolare-un-atollo/
http://www.talkradioeurope.com/clients/gerdre.mp3
http://video.au.msn.com/watch/travel/racy-island-resort-plans-to-hire-blondes-
only/xro37tj
