368: Using Pop Culture for Great Success with Kairat Sadvakassov

The satirical mockumentary "Borat" was released in 2006 to worldwide critical acclaim but in Kazakhstan, where the titular character hailed from, the film was more controversial. For the Borat sequel in 2020, Kairat Sadvakassov from Kazakh Tourism wanted to do things differently, so he capitalized on the character to increase awareness of Kazakhstan as a tourism destination, even co-opting Borat's famous catchphrase, "Very Nice!". Kaiarat joins Adam on today's episode to talk about how his gamble turned into a wildly successful tourism campaign for Kazakhstan. Here is some of the media coverage from the campaign: https://www.forbes.com/sites/danidiplacido/2020/11/17/the-biggest-plot-twists-of-borat-2-occurred-off-screen/?sh=361db7cd7803 https://medium.com/digital-diplomacy/how-kazakhstan-turned-the-new-borat-film-in-its-favor-533144de3b6e https://www.cbsnews.com/news/kazakhstan-borat-ad-tourism-very-nice/ If you’re enjoying the show, please leave us a rating and review on Apple Podcasts! Subscribe to our newsletter! The Destination Marketing Podcast is a part of the Destination Marketing Podcast Network. It is hosted by Adam Stoker and produced by Brand Revolt. If you are interested in any of Brand Revolt’s services, please email [email protected] or visit www.thebrandrevolt.com. To learn more about the Destination Marketing Podcast network and to listen to our other shows, please visit www.thedmpn.com. If you are interested in joining the network, please email [email protected].