In an effort to unify Mongolia’s tourism, trade, and cultural sectors in a single narrative, a new national brand film, ‘Go Mongolia,’ has been released to international audiences, streaming on global news outlets and digital platforms.
The 2.5-minute film, via Edelman and directed by Patrick Fileti in collaboration with Mr+Positive, highlights the nation’s sweeping landscapes, cultural heritage, and growing economic potential, aiming to raise Mongolia’s global profile while fostering national pride.
“The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride,” said Tim Green, Chief Creative Officer, APAC at Edelman.
The creative concept emerged from immersive cultural experiences in Mongolia.
“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 added. “It positions Mongolia as a place to go explore, go invest and go create, while also serving as a rallying cry to instill pride among Mongolians themselves.”
According to Edelman, the film’s production involved extensive collaboration with the Mongolian Ministry of Culture, Trade and Tourism, government ministries, and local creator communities. From animators and bloggers to business leaders and cultural institutions like the National Theatre, Mongolian voices shaped the campaign’s narrative.
Designers of the national Olympic uniforms, Michel and Amazonka, contributed all the wardrobe for the film, ensuring cultural authenticity with a modern edge.
“It was important for us to hand the concept over to the people of Mongolia and let them give it meaning,” said Green.
“We launched across different fields—from fashion shows in Paris to international partnerships like Mongolia’s sponsorship of Fulham Football Club—showing how ‘Go’ works on the world stage and reflects who the people of Mongolia are.”
Since Edelman launched the Go Mongolia brand, the country has seen a significant rise in global visibility, the agency said, adding that it climbed fourteen places in the Brand Finance Global Soft Power Index, recorded its highest-ever tourism revenues, and was named by Lonely Planet as the number one destination in its Best in Travel 2024 guide.
“The campaign has also driven cultural diplomacy, from Mongolia’s partnership with Fulham Football Club to its showcase at the Paris Olympics, while strengthening foreign investment and international connectivity through milestones such as United Airlines’ first-ever direct route from the United States,” said the release.
Credits
Agency: Edelman
Chief Creative Officer, APAC: Tim Green
Designer: Matt Andrade
Agency Producers: Jeth Heng / Alicia Ho
Client Lead: Delicia Tan
Public & Govt. Affairs: Melissa Leung / Ryan Lim
Strategy: Huw Gildon / Peter Pippen
Production Company: Mr+ Positive Tokyo/Singapore
Director: Patrick Fileti
Music & Sound: ikigai
