The Role of Communication Campaigns in Keeping the Cultural Identity of Small Cities

Abstract

The topic of the article is determined by the growing attention to the origins of the formation of culture and its reflection in various architectural forms, as well as by the desire to preserve the small towns in Russia. The focus put on the cultural potential of such cities will create the basis for the development of tourism within the country and economic growth. Modern processes of globalization, erasing geographical boundaries, cause irreparable damage to the cultural sovereignty of the places. In this regard, to revive small towns in Russia it is necessary to carry out comprehensive measures at the federal and regional levels, as well as the comprehensive interdisciplinary research in this area. The manuscript analyzes the cultural identity of the small town of Ostashkov (Tver Oblast, Russia) based on an analysis of the state of the urban environment and its public spaces. To preserve the cultural identity and originality of the city, the author proposes a communication campaign based on territorial branding aimed at increasing the level of patriotism, stimulating the consumption of local products, increasing the recognition of the region and its tourist attractiveness. When implementing a communication campaign, it is necessary to take into account the individual psychological, socio-psychological characteristics of the main segments of the target audience, and overcome cultural, organizational and other barriers. As part of a communication campaign to preserve the cultural identity of the city, the author proposes to integrate the available historical information about the city of Ostashkov, its geographical location and city symbols to promote the brand of the small city.