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 18th and 19th 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.
THE ESSENCE OF THE STORY
The story of any region is based on its roots and character.
In order to know who we are, we need to know our roots – our origins and our history. And it’s just as important to define our character – what’s typical for us and what makes us different from others. This applies to people as well as brand, product or even region. Everything is based on the texts that describe our roots and character: any brochure, website or the tiniest flier has to be based on the roots and character of the region. And why is that? Because our narrative needs to be unified and authentic. Not only the story but also all the materials based on it need to have the same foundation. In fact, the story of the region describes how these and our values form who we are.
THE #BRNOREGION NAME
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 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