Mongolia
Edelman Unveils ‘Go Mongolia’ Brand Film to Elevate Nation’s Global Profile: Edelman, in partnership with Mongolia’s Ministry of Culture, Trade and Tourism, has launched the “Go Mongolia” brand film to boost the nation’s global image. The 2.5-minute production highlights Mongolia’s sweeping landscapes, vibrant cultural heritage, and growing economic opportunities.
The film positions Mongolia as a hub for tourism, trade, and cultural exchange. By uniting these three pillars under a single narrative, the campaign aims to strengthen the country’s visibility on the world stage. Furthermore, the initiative supports Mongolia’s broader soft power strategy, which began in 2023.
To achieve this vision, Edelman worked closely with the Mongolian Ministry of Culture, Trade and Tourism, as well as other government bodies and local creator communities. Designers Michel and Amazonka added authenticity to the wardrobe, ensuring the project carried a strong local identity.
Since the launch of the “Go Mongolia” brand, the nation has made significant progress. Notably, Mongolia rose 14 places in the Brand Finance Global Soft Power Index. Additionally, the country reported record tourism revenues and was named the top destination in Lonely Planet’s Best in Travel 2024. These achievements demonstrate how branding can translate into tangible economic and diplomatic benefits.
The film has also advanced cultural diplomacy, enhanced foreign investment, and improved international connectivity. Edelman led the creative direction, scripting, and production of the project. According to the firm, this marks a defining chapter in Mongolia’s nation-branding journey.
Tim Green, Edelman’s Chief Creative Officer, emphasized the project’s vision: “The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride.”
He added, “It literally emerged from within Mongolia—it’s in the name. It’s a driven nation with ‘Go’ at its heart, both literally and figuratively.”
Green further noted the collaborative approach: “It was important for us to hand the concept over to the people of Mongolia and let them give it meaning. This is another example of how Edelman brings to life integrated thinking at the intersection of culture, commerce, and creativity.”
With “Go Mongolia,” the country continues to define itself as not only a travel destination but also a forward-looking partner in trade and cultural exchange.
