Dars Consulting

02/02/2026

From January 2026, an international advertising campaign for Eco Expo Central Asia has been airing on the global TV channel BBC News — a campaign strategically organised and arranged by DARS Consulting as part of a broader international communications programme.

From a marketing and communications perspective, the beginning of the year is the most effective moment to launch a global campaign. Messages released in January benefit from the longest possible information life cycle, allowing awareness, credibility, and engagement to build steadily over time. Rather than a short-term announcement, the campaign creates sustained international visibility and keeps the event within the global agenda for several months.

The campaign launch also coincided with the World Economic Forum in Davos, a key moment in the global calendar when political and business leaders define priorities for the year ahead. During this period, international attention to sustainability, climate, and long-term development is at its peak, significantly amplifying the effectiveness and relevance of global communications.

The exhibition itself will take place on 31 May in Samarkand, Uzbekistan. At the same time, the city will host the Eighth Assembly of the Global Environment Facility (GEF) — an event held at a decisive moment, with only four years remaining before the international community reaches the 2030 targets. This convergence further strengthens the positioning of Eco Expo Central Asia within the global environmental and sustainability agenda.

From DARS Consulting’s perspective, this campaign clearly demonstrates how strategic timing, premium global media placement, and alignment with major international events can significantly increase the impact of national and regional initiatives. By selecting BBC News — a platform distinguished not only by its worldwide reach but also by the influence of its audience — the campaign ensures that Uzbekistan’s message is delivered to decision-makers, investors, and opinion leaders worldwide.

This approach also highlights Uzbekistan’s high level of efficiency and proactivity — not only in organising major international events, but in professionally promoting them on a global scale, using best-in-class media channels and long-term communication planning.

DARS Consulting is proud to have supported this campaign and to contribute to positioning Uzbekistan as a confident, forward-looking, and internationally engaged partner in addressing global challenges related to climate, sustainability, and environmental responsibility.

We wish all participants of Eco Expo Central Asia and the GEF Assembly a successful and productive programme and look forward to welcoming partners and colleagues in Samarkand.

Get in touch for more information: https://ecoexpo.uz/

01/02/2026

The beginning of 2026 marked the launch of an international advertising campaign for Moldova by our team, developed and delivered across the BBC’s media platforms.

The first stage of the project was the launch of a dedicated online section highlighting the country’s export potential — including food products, fruit and wine exports — as well as a separate section focusing on international technology companies that are choosing Moldova as a destination for their investment projects. A television campaign on the BBC News channel will also be launching shortly.

Working on this project allowed us to rediscover a country we believed we already knew well. We are confident that the international audience will also be able to see Moldova in a new light — as a modern, dynamic country with a growing economy and strong export potential.

Special emphasis within the project is placed on wine and fruit exports — sectors that are already demonstrating tangible results and sustainable growth, while also shaping a positive and attractive image of Moldova across European and global markets.

Our sincere thanks go to the InvestMoldova Agency for their cooperation in preparing and launching this project on the world’s leading global news platform, www.bbc.com For DARS Consulting and our colleagues at BBC StoryWorks, this marks our first collaboration, and we will do everything possible to ensure it becomes a successful, impactful, and truly effective project for Moldova — a country that is strengthening its national brand, attracting investment, expanding exports, and increasingly integrating into the European economic space.
https://dars.consulting/2026/01/29/moldova-stories-of-success/

The beginning of 2026 marked the launch of an advertising campaign for Moldova, developed across the media platforms of the BBC. The first phase of the campaign was the launch of a dedicated online…

22/06/2025

For Dars Consulting, the forum “Uzbekistan – Pearl of Central Asia” is a truly special event. Among the dozens of forums we’ve had the honour of supporting, this one stands out for how significantly the narrative has shifted in recent years.

Not long ago, experts were discussing what Uzbekistan was doing to build a tourism sector. Today, the conversation has moved to the results: tourism in Uzbekistan is now a fully established sector of the economy. And the focus is no longer just on how much has been invested, but on how much has already been earned. This is a major distinction between Uzbekistan and many other countries in the region, where tourism discussions still largely centre on future infrastructure spending. Uzbekistan, by contrast, can proudly report real revenues flowing into the national budget, thanks to the growth of inbound tourism.

The upcoming London forum, scheduled for 23 June at the Embassy of Uzbekistan in London, will focus on how tourism drives the development of related sectors — from transportation and infrastructure to media, finance, technology, and the creative industries. We believe it will become a vital platform for dialogue among the government, investors, and international experts.

Uzbekistan is no longer just a country of potential — it is a success story in motion.

🔗 https://dars.consulting/2025/06/19/uz-forum-london-2025/

Business FORUM OF UZBEKISTAN in London Central Asia, and Uzbekistan in particular, is rapidly emerging as a region of strategic interest for international business, investors, and the media. In rec…

19/03/2025

BBC Always Has Something Tasty to Share – This Time, It’s Lithuania’s Gira! 🍞🥂

When it comes to media, just like with food, the right ingredients matter. BBC has mastered the recipe for segmenting and targeting audiences based on their "food preferences"—serving up content that’s as tailored as a gourmet dish.

This time, the spotlight is on gira, Lithuania’s traditional rye bread kvass. Once a clever way to use up leftovers, this fermented drink is now making a comeback, with artisanal brands reviving its probiotic-rich, tangy goodness. Think of it as kombucha’s old-school cousin—refreshing, slightly mischievous, and deeply rooted in tradition.

For those looking to reach an audience that appreciates food culture, history, and unique flavours, BBC’s platforms offer the perfect space to connect. Whether it’s national branding, tourism promotion, or niche audience targeting, there’s always a way to find the right table.

Curious to know more? Check out how Lithuania’s gira is fizzing its way back into the spotlight! 🍻🇱🇹

🔗 Read the full story!

https://www.bbc.co.uk/travel/article/20250313-lithuanias-fermented-drink-to-ward-off-a-cold

Just like a well-balanced dish, great ideas come from mixing different perspectives. So, drop your thoughts in the comments, and we’ll be sure to savour them!

Sweet, tangy and packed with probiotics, gira has long been a go-to winter tonic – and is now making a comeback in craft breweries and kombucha-style artisanal brands.

09/02/2025

Seasons are always a great reason to launch an advertising campaign! This beautiful collage perfectly captures the transition from winter to spring and could be even more powerful as a dynamic video. Congratulations to AZAL on this creative communication! ✈️🌿❄️

Book by 16.02.25 and save 25% on flights

23/12/2024

Dars Consulting is pleased to present another project we produced for Uzbekistan: "Discovering Khiva – The Walled City of Itchan Kala" 🌍✨ With our slogan, "Creative Communication," we strive to bring Uzbekistan's rich heritage to a global audience. Recently, we've had the privilege of showcasing several historic cities of Uzbekistan, including Samarkand, Ferghana, and Bukhara, on BBC News website and TV channel.

Our previous communication campaigns were powerful and reached a broad audience thanks to the promo films produced by Dars Films studio (www.darsfilms.com). We firmly believe that video is the most powerful format for tourism promotion, and we are proud to have worked in Uzbekistan over the past few years, bringing its rich heritage to audiences worldwide.

A special thanks to our colleagues at BBC StoryWorks for implementing this project in branded content format on the media platform of the largest news-gathering website. We're excited to continue highlighting Uzbekistan’s cultural treasures.

Explore the full article to discover the beauty and history of Khiva!

https://www.bbc.com/storyworks/uzbekistan-tourism/discovering-khiva-the-walled-city-of-itchan-kala

Discovering Khiva, the walled city of Itchan Kala

12/10/2024

Securing investments in the mining industry involves much more than simply attending regional events—it requires a well-crafted international communication strategy that showcases a country in the best possible light. At Dars Consulting, we leverage our extensive experience in both corporate and national branding to design successful campaigns for leading mining companies, helping them enhance their global visibility and attract long-term, sustainable investments.

investments are long-term commitments, and investors in this sector are highly sensitive to a country’s international , stability, and . Therefore, creating a positive, forward-thinking is crucial for positioning Kyrgyzstan as an attractive destination for mining investment.

International platforms, such as the recent United Nations General Assembly, offer valuable opportunities for Kyrgyzstan to showcase its investment potential. The Prime Minister’s speech, focusing on global security, climate change, and the green agenda, provided an excellent chance to engage international investors and invite them to explore Kyrgyzstan’s mining sector. The country could effectively position itself as a responsible, forward-looking partner for long-term investments by connecting these global issues to Kyrgyzstan's natural resources and sustainable development goals. However, it appears this opportunity was not fully utilised.

In the mining sector, attracting investors hinges on executing international campaigns that highlight a country’s mineral wealth and commitment to key global priorities such as environmental sustainability and security. Events like the UN General Assembly are critical in building Kyrgyzstan’s global image and creating the right platform for investment growth. Without this focused international approach, relying on regional exhibitions alone will not unlock Kyrgyzstan’s potential to attract significant foreign investments in the mining industry.

While Kyrgyzstan’s participation in the mining exhibition in Dushanbe on 29-30 October 2024 provided financial support to the organisers and helped enhance Tajikistan’s image, attracting suitable investments requires a different format and a more targeted approach. As experts in international communication, we at Dars Consulting understand the importance of aligning a country’s investment promotion strategy with the events that truly matter to global investors.

https://en.kabar.kg/news/tajikistan-aims-to-attract-multimillion-dollar-investments-in-mining-and-metallurgical-industry/

Tajikistan aims to attract multimillion-dollar investments in mining and metallurgical industry

29/09/2024

City’s Investment Brand Course by Dars Consulting

Today’s investors seek more than favourable policies or technical advantages—they seek cities with a compelling identity that resonates with their values. The “City’s Investment Brand” course by Dars Consulting helps cities craft this identity, positioning them to compete more effectively in the global marketplace.

It’s not just about tax incentives or infrastructure; it’s about establishing your city as a destination where investors see long-term potential. Our flexible course offers one-hour lectures, two-hour interactive workshops, and analytical tools to assess and enhance your city’s brand.

Since 2009, we’ve partnered with cities worldwide to create distinctive investment brands. Let’s explore how we can support your efforts in shaping a successful city brand.

At Dars Consulting, we believe branding a city goes beyond infrastructure and legislative frameworks. It’s about crafting a robust and attractive identity with which international investors can res…

06/09/2024

Great initiative by Uzbekistan – placing promotional videos on international airline flights. Not all countries have high-quality advertising videos. In Uzbekistan's case, this is one of the advantages of a country that systematically promotes its tourism potential worldwide. Video is the most powerful communication tool. In addition to broadcasting videos on international TV channels, placing them on international flights is a perfect strategy, as international airline passengers are the target audience for every country's tourism industry!