74th International Astronautical Congress (IAC) in Baku
I am pleased to share that I will be speaking at the Global Networking Forum Session titled “Does Everyone Really Love Space Activities?: How Communications and Storytelling Play a Crucial Role in Gaining Policy Changes, Funding Support, and Workforce Development” at the 74th International Astronautical Congress (IAC) on October 6, 2023, in Baku, Azerbaijan.
With a degree from the Faculty of Space Researches, Moscow Physical-Technical University, and 17 years of experience representing BBC World News in Eurasia, the intersection of communication, storytelling, and space exploration has been central to my professional trajectory. The opportunity to delve into the synergies between these domains during the Congress is significant, allowing for rich discourse on how our understanding and appreciation of space exploration can be furthered.
My first visit to Azerbaijan in 2014 marked the beginning of a journey of witnessing the transformative progress of a nation. The name of our first project completed for Azerbaijan was “This journey never ends”. The name of the project was chosen by us, not by chance! The resilience and energy of the Azerbaijani people have led to remarkable developments in the country, observable with every subsequent visit. Changes in Azerbaijan are visible not only at the individual level but also from space, and it’s not a coincidence. Next week, The International Astronautical Congress will be held in Baku under the theme “Global Challenges and Opportunities: Give Space a Chance”.
I extend my sincere gratitude to the organizers of the Congress for orchestrating such a pivotal event and wish all delegates a successful and enlightening experience in Azerbaijan. May the hosting country, with its transformative energy and progress, inspire all participants to delve deeper into uncovering the secrets of the Universe for the betterment and happiness of the people living on Earth! 🌐
Bringing Azerbaijan to the World
I came to Azerbaijan for the first time in 2014. on the 16th of September 2014, I was part of the BBC World event “Bringing Azerbaijan to the World”, which we organised in Baku. Thank you to all our guests, and a Big thank you to Sean O’Hara, Executive Vice-President of BBC World, who came with me to Baku and participated in the event.
Two months later, I returned to Baku with Jim Eagan, CEO of the BBC Global News, to meet the President of Azerbaijan.
In the bustling month of May 2015, together with my colleagues from Dars Films studio, we embarked on an ambitious project. The task at hand was no small feat: to illuminate Azerbaijan’s vast tourism landscape on an international scale. And what better platform to showcase such a gem than the global channels of BBC World News, CNN, and Euronews?
The Challenge: The primary objective was clear-cut but colossal. We aimed to spotlight Azerbaijan’s rich tourism offerings to a global audience, particularly during the country’s prominent international sports, cultural, and economic events. This endeavour was especially timely as it dovetailed with the conclusion of the “Baku-2015” European Summer Olympic Games.
Crafting the Narrative: Our approach was anchored in visual storytelling. We aspired to transcend mere aesthetics and delve into the very essence of Azerbaijan. Weaving together dynamic visuals and a rhythmic soundtrack tinged with a national touch, we hoped to invite viewers on a captivating journey through the country’s heart and soul.
The result? A 30-second TV commercial that not only resonated with audiences but also went on to be broadcasted on eminent platforms from 2015 to 2018.
The Ripple Effect: The magic of visual storytelling, when done right, can translate to tangible impacts. Post the campaign’s launch, Azerbaijan halted its declining tourist trend and pivoted to impressive growth. Tourist figures underscored this success:
- 2015: 2.0 million tourists
- 2016: 2.24 million tourists
- 2017: 2.69 million tourists
An Invitation to Dive Deeper: While the commercial’s visuals and numbers are compelling, the tale behind its creation is equally riveting. We invite our audience to embark on another journey with us. In our feature “A Film About the Film”, we pull back the curtain, introducing our dedicated crew and the creative ethos that powered this endeavour. I believe every frame tells a story in the filmmaking world. And sometimes, the story behind the frame is just as enchanting. I invite you to watch this project’s “Behind the Scenes” film.
Together with the filming crew of Dars Films, I was lucky to witness the beauty and hospitality of Azerbaijan in August 2021 while we were filming this TV commercial “Explore Azerbaijan – a road into the future” in two formats – 30 seconds and 2 minutes. Both formats were used for the advertising campaign of Azerbaijan on BBC World News in the Autumn of 2021.
18th October 2021, on the 30th Independence Day of Azerbaijan, BBC World News broadcasted a 2-minute version of the video “Explore Azerbaijan – a road into the future”.
In 2021, as the producer, I had the privilege of working alongside the talented team at Dars Films to bring to life the series “Azerbaijan: Where culture meets adventure.” We crafted three films – “Culture,” “Wellness,” and “Nature” – which showcased the stunning facets of Azerbaijan for its Tourism Board. Our work aired on BBC World News throughout 2021, 2022 and 2023, reaching wide audiences.
Our collective efforts were recognized on the international stage. The series was shortlisted at the Japan World’s Tourism Film Festival in March 2022 and a finalist at the International Tourism Festival Africa 2022 Cape Town. Moreover, I’m elated to share that our project secured second after a global vote in the “People’s Choice” award organized by CIFFT (International Committee of Tourism Film Festivals). Voting started at 12:00 PM CET on 1st October and ended at 12:00 PM CET on 20th October 2022.
I’d Love to Hear from You! 🌟
After sharing my visual journey through Azerbaijan, I’m genuinely interested in your thoughts and reactions. Did a particular scene resonate with you? Do you have questions or unique perspectives on the content? I deeply value your insights and feedback. Please drop a comment below, and let’s engage in a meaningful conversation.
Sergey Stanovkin 