#BRNOREGION BOOK
For everybody who’d like to tell the story of our region

Understanding its exceptional character, our ancestors turned this region into a crossroads of trade routes along the Amber Road. Located among Vienna, Prague and Bratislava, it has remained exceptional and offers unique comfort to all who arrive: big on opportunities, small on distance. Its location at the main junction to many other European countries has brought a lot of suffering, but also advantages to the local people. This is where history was made and lots of things started. In the 18^th and 19^th centuries it was called “Moravian Manchester”, as local textile factories rose to global importance. Then our region made a name for itself among engineering leaders, built up the largest exhibition grounds in Central Europe, and today boasts its position as an epicentre for research and development. All this reflects our creativity and ability to improvise and find a suitable solution to any situation.
 
The world isn’t perfect and we’re quick to admit that it’s this imperfection that makes us creative. We turned it into the ability to repair and improve things around us, to change the world for the better – both the small world we’re familiar with and the larger global scene.
The local landscape is far from extreme; no seas or high mountains, everything relaxed and picturesque… More like a garden. And we are just like this garden, without any extremes. We like things to go easily and peacefully, we’re cordial and hospitable. Nobody feels lonely for too long here. The ideal size of our region means we’re close to each other, help each other and cooperate, whether with our next-door neighbours or in local politics.
 
We love our local landscape and it is kind to us in return. Beautiful, democratic, close, and yet so varied – just like our life here. Vast vineyards, picturesque valleys, dripstone caves, green forests – so much to choose from.
Our region is a unique combination of two worlds – the big world of business, industry and politics, and the small, local, personal, and friendly world. #brnoregion is an ideal place to create and live.

Our task here is clear: to introduce our region to the world as an attractive space, rich in knowledge economy – a knowledge region. The best way to do this is to tell the story of our region. The question remains, though: HOW do we tell it? We need foreign students and talents to understand and embrace this story and to react by coming here to study, work, and create. To accomplish this, we need to communicate clearly and simply for everybody to understand who we are: a knowledge region for science, research, and innovation. This is why we don’t want to use terms such as Brno, the South Moravian region, South Moravia etc. in international marketing – these could mislead and convey meanings we don’t want to associate with the knowledge region. Just like with every product or brand, the same is true for the territory we want to promote: correct use of the name is crucial.
So, what are we going to call our project?

#brnoregion

#brnoregion is not a new name for the South Moravian. It’s a marketing concept – an international marketing project, focused on promoting this knowledge region centred on development, research, and innovation. This term was created to simplify our message. In terms of geography and politics, this remains the South Moravian region, with Brno as its centre. However, in the international marketing of the knowledge region, it works like this:
 
Brno + South Moravian region = #brnoregion

We need to improve the attractiveness of #brnoregion, particularly for Czech and Slovak students and talented foreigners who could find a job in the local economy. Areas all over the world place emphasis on talented young people, as they need them for their own development. Here, the demand for talent has been growing so quickly that we are no longer able to fill it with our own resources. In order to further develop, our region needs enough scientists, students, and workers as well as quality investments and strong local export professionals. An excellent image will make it easier for the region to attract and keep them.

Building a good address is absolutely necessary today. Lots of places all over the world – cities, regions or even entire countries – compete against each other for influence, talented people, workers, students as well as tourists, and the image of these places is among key factors in this competition.

If you’ve ever presented our region abroad, you quite likely saw how sad the truth was: very few people know about #brnoregion, almost no one is interested in us, and we never make it onto people’s lists of places to study, work or invest.

We are not visible, and if by some accident we are, then it’s not in the way we need it to be. This is what we’d like to happen when people abroad read or hear #brnoregion: 1.They need to have already heard about it somewhere. 2. They should know it to certain extent. 3. Words like “modern”, “young”, “innovation”, and “industry” should come to their minds, and it should be associated with a pleasant feeling.

And why is it important that we improve the image of the region together? Because it’s always better when people pull together and in the same direction. We need as many active participants as possible because in marketing 1+1=3.
More participants involved in improving the image of the region can ensure better results. The HOW TO GET INVOLVED section explains in detail how to work on the image of our region. Simply, universally, together.

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• People who’d like to introduce the world to the place they were born: everybody who travels abroad on business or to study.

 

• People who need to attract quality employees, talents and students – owners or representatives of companies, HR managers, representatives of universities, etc.

 

• Anyone who needs to support their products/services on international level and wants to put the image of the region on them: owners and representatives of companies.

All these may use the #brnoregion materials during their communication with foreign countries. And not only them! Anyone who’d like to improve the image of our region and even those who feel they’re part of this region, like it and would like to tell its story – they can all use the promotional and informative materials we’ve created as well as the #brnoregion name. All these materials have been designed to be effective in promoting the knowledge region known as #brnoregion.
 

• #brnoregion or #BRNOREGION
• No space between the words
• No capital letter at the beginning, not even when it’s the first word in a sentence. It’s possible to use all upper-case letters if the text requires. And even then the first letter of BRNOREGION should be consistent with the remaining letters.
• Put # in front of it to turn it into a hashtag.
• No space between # and brnoregion
• No in/definite article in front of it  
• No plural form (#brnoregions)

Why do we put # in front of brnoregion? It makes us easier to find in the online world. If you put # in front of any word or phrase, it becomes a hashtag which is a sort of keyword used to specify content of specific medium, text or file on the internet and in the world of IT systems. Use of the hashtag increases the chances of any piece of information getting shared by almost 50%. It not only helps people find the post, but also interconnects a number of posts, thus prolonging their lifespan. The hashtag may be used as a feedback tool as well: if you search for the hashtag you can see how many people have used it and how big its reach was.