Kazakhstan adopts Borat’s ‘very good’ phrase in tourism push
Kazakhstan now thinks Borat is “very good.”
The previous Soviet republic — which banned the primary “Borat” film in 2006 over Sacha Baron Cohen’s depiction of a Kazakh TV reporter – has come round for “Borat Subsequent Moviefilm.”
And the nation’s tourism board has determined to capitalize on the sequel by adopting the character’s well-known catchphrase – “Very good” – for a brand new marketing campaign amid the coronavirus pandemic.
The board’s deputy chairman, Kairat Sadvakassov, instructed The Gadget Clock that originally “the choice was made to let it die its pure dying and never reply,” referring to the brand new flick.
“In COVID occasions, when tourism spending is on maintain, it was good to see the nation talked about within the media. Not within the nicest method, but it surely’s good to be on the market,” Sadvakassov instructed the paper.
The thought to create a tourism marketing campaign primarily based on the film got here from Dennis Eager of Los Angeles, who now lives within the Kazakh metropolis of Almaty, the place he offers strolling excursions and hosts a neighborhood journey present on TV, based on the Instances.
“I’m sort of just like the American Borat,” he instructed the Instances.
“I’ve had lots of free time,” he mentioned. “Additionally, I simply had a child. When he grows up, I don’t need him to be ashamed of Borat. I need him to say, ‘That’s when my dad began this complete enjoyable mission.’”
When the trailer for the film was launched in September, Eager and a pal, Yermek Utemissov, pitched advertisements with the slogan “Kazakhstan. Very good!” to the tourism board.
As soon as permitted, they rapidly shot 4 12-second spots that includes the slogan without spending a dime.
In a single, a neighborhood at market drinks conventional fermented horse milk — not horse urine! — and exclaims, “That’s really very good.”
“This can be a comedy, and the Kazakhstan within the movie has nothing to do with the true nation,” Baron Cohen instructed the Instances in an announcement.
“I selected Kazakhstan as a result of it was a spot that nearly no person within the US knew something about, which allowed us to create a wild, comedic, faux world,” he mentioned.
“The true Kazakhstan is a ravishing nation with a contemporary, proud society — the alternative of Borat’s model.”
Sadvakassov mentioned the fantastic thing about Borat’s catchphrase is that it “affords the right description of Kazakhstan’s huge tourism potential in a brief, memorable method.”
“Kazakhstan’s nature may be very good; its meals may be very good; and its individuals, regardless of Borat’s jokes on the contrary, are a number of the nicest on this planet,” he instructed the Huffington Publish.
“We want everybody to come back expertise Kazakhstan for themselves by visiting our nation in 2021 and past, in order that they will see that Borat’s homeland is nicer than they might have heard.”
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