GENERICO.ruCultureMasterpieces of the Tretyakov Gallery help FESCO promote Russian goods on social networks

Masterpieces of the Tretyakov Gallery help FESCO promote Russian goods on social networks

MOSCOW, May 19. The Russian Export Center (VEB.RF) and the FESCO Transport Group, with the support of the State Tretyakov Gallery, have launched a campaign to promote domestic goods abroad under the national brand “Made in Russia,” REC reports.
“A video has already appeared on the social networks of China, the United Arab Emirates, Turkey, Saudi Arabia, Egypt and Vietnam, presenting masterpieces of Russian artists and Russian-made goods associated with them in images generated by artificial intelligence,” the message says.
Joint project “The Art of Export Logistics” was presented on May 19 at the joint stand of REC and FESCO at the site of the VIII Russian-Chinese EXPO in Harbin, where the second festival-fair “Made in Russia” is taking place.

The campaign is based on promotional synergy soft power and export, which allows foreigners to become more familiar with Russian culture and draw attention to Made in Russia products.

Video content created using domestic artificial intelligence introduces foreign audiences to famous paintings from the collection of the Tretyakov Gallery. Based on these paintings, artificial intelligence created new images that reflect memories or associations of Russians associated with domestic products.

For example, a painting by I.I. Levitan's “Blossoming Apple Trees” is associated with apple marshmallow, and “Easter Still Life” by S.Yu. Zhukovsky – with Russian chocolate, which is actively sold abroad. Thus, the video reflects what images and traditions of Russia are united by art and export products.
“Respect for the historical heritage, love for Russian nature, attention to the smallest details, innovation – this is what defines the soul of Russian art, our products and Russia itself. These qualities underlie the unique connection between cultural influence and economic development, which is a key element of the program “Made in Russia”, which is being implemented by the Russian Export Center. For the new project together with FESCO and the Tretyakov Gallery, we selected iconic works by Russian artists to show how they can be associated with Russian export goods,” explained REC General Director Veronika Nikishina.< br />
“Our cooperation with the Russian Export Center is comprehensive. This includes the launch of new solutions for the seamless and efficient delivery of products of domestic entrepreneurs to foreign partners – for example, the “fish” and “meat shuttle” that have already started operating. This also includes the formation of a positive image of Russian business and goods , services. And in this part, participation in the Tretyakov Gallery project as one of the world’s leading museums, the image of the masterpieces created in our country are especially valuable,” said Andrey Severilov, Chairman of the Board of Directors of FESCO.

“Masterpieces from the collection of the Tretyakov Gallery were not chosen for this project by chance. Since Soviet times, products with images of the Gallery’s paintings have always been associated with high quality. The “Bear-Toed Bear” sweets with the image of the painting “Morning in a Pine Forest” by Ivan Shishkin are familiar to every child, and the box chocolates with the image of “The Stranger” by Ivan Kramskoy was and remains one of the most desired gifts. We are glad that the paintings of the Tretyakov Gallery again served as a source of inspiration for the team of the Russian Export Center,” noted Elena Pronicheva, General Director of the State Tretyakov Gallery.
The geography of the campaign covers 6 countries in which demonstration and tasting pavilions of Russian agricultural products under the Good Food Russia brand operate: China, UAE, Turkey, Saudi Arabia, Egypt and Vietnam.

The program for promoting the agricultural sector through pavilions is being implemented by the Russian Export Center and the Russian Ministry of Agriculture. The program allows Russian agricultural producers to find new partners abroad by presenting their products in permanent pavilions, as well as increase their recognition with the support of the REC, which conducts regular advertising and information campaigns in the media and social networks in the countries where it operates. You can apply for participation in the Good Food Russia program on the “My Export” platform.

For more information about the project and how to become a resident of the pavilion, visit the GoodFoodRussia website.
FESCO is the general partner of the “Made” image stand in Russia”.
The official partner of the fair is the leading producer of sparkling and still wines of Russia “Abrau-Durso”.


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