Spain, Hague Targets in Kosovo Ad Campaign

Kosovo's ad campaign by Saatchi and Saatchi

An international public relations campaign aimed at transforming Kosovo’s image abroad will also target countries such as Spain that have not recognised Kosovo’s independence, and The Hague, where the International Court of Justice will soon hear a case on the legality of Kosovo’s declaration of independence.

Authorities in Kosovo hope the 6 million euro campaign, led by the Israeli-branch of Saatchi and Saatchi, will shake off Kosovo’s reputation as a war torn country and attract interest “from politicians to businessmen, from tourists to donors”, according to the international advertising firm.

Saatchi and Saatchi's aim is to portray Kosovo as not only the youngest country in Europe, but also as a country filled with youth and hope.

Saatchi and Saatchi have also revealed that “later in the year there will [be a] more targeted focus, for example, on Spain and The Hague”.

The 60 and 30 second advertising spots were broadcast for the first time on CNN, BBC World News, Euronews, CNN Turk, Bloomberg, and Eurosport on Monday, 26 October.

The initial focus has been on Europe, with some exposure to the USA.

Speaking of their slogan, ‘Kosovo – The Young Europeans’, Saatchi and Saatchi said: “This is probably the very first national slogan which turns the spotlight on the people and the human spirit rather than the country, its natural marvels or history.

“This is a very strong and confident statement of Kosovo’s attitude as a country and of its future intentions. All will sense the future potential of this young nation and the positive attitude of its people.”

The TV spot was aired for the first time at an event attended by President Fatmir Sejdiu, Prime Minister Hashim Thaci and international guests.

The campaign will later move to the print media, including The Economist and Newsweek.

Sejdiu said that Kosovo now has a chance to present itself to Europe in a new light. “It will represent Kosovo’s energy, ambition, spirit and great desire to walk freely and unite with other communities of free countries,” he added.

Thaci stressed that Kosovo’s image had changed since declaring independence and that it is now internationally known, democratic, peaceful and progressive.