nation branding

Crimea, which made its debut in most Americans’ consciousness by way of being recently invaded by Russia, is an extremely picturesque tourist destination. While news media is inundated by images of Russian military forces occupying the Ukrainian peninsula, the businesses that depend on Crimea’s normally-robust $5 billion tourism industry are wringing their hands.

Remember the Sochi Olympics? Yeah. Me, neither. There’s been so much focus on Ukraine, we almost forget that just a short time ago we were talking about the “twizzles” of ice dancing. Those were good times. The Sochi Olympics were widely considered a success. They helped introduce a new image of Russia to the world.

Every year, select students from the USC Master of Public Diplomacy program at USC Annenberg travel abroad to conduct field research, which furthers the study of public diplomacy and international communications. This year, the Class of 2014 selected São Paulo, Brazil for its unique position in world politics.

Revellers in Rio have joined a whirl of festivities as carnival fever took hold, the world's biggest street party putting firmly aside lingering protests over corruption and the cost to Brazil of hosting the World Cup. With the football extravaganza now just three months away, flamboyantly dressed metropolis residents indicated that, for the moment, they had spent enough time demonstrating and wanted to let loose instead.

If there are two Brazils, then one of them is here, in a café by the Praça São Salvador, a few blocks from the beach in Rio de Janeiro. Wearing a gray T-shirt, sunglasses and a ring in the shape of a human skull, Alan Fragoso, 27, takes a sip of his caipirinha. Fragoso used to be a sort of Brazilian Don Draper, an advertising man selling products to the nation's emerging consumer class. Then one day he quit. "What I really want is to work with projects I believe in," he says, "not to invest in consumption."

For a city, there’s nothing quite like the glory of winning an Olympic bid. The highly competitive process starts nine years before the games and involves untold amounts of campaigning and planning. Once selected, fortunate cities have seven years to prepare, updating their infrastructure and building new, impressive facilities. If they pull it off, they get two weeks to show it all off to the entire world.

On a warm summer morning earlier this month, dozens of building workers were putting the finishing touches to the restoration of Casa Moreyra, a 17th-century colonial manor house in San Isidro, the business district of Lima, Peru’s capital. With an investment of $6m, Casa Moreyra is the new home of Astrid y Gastón, a restaurant ranked 14th in the world by Restaurant magazine.

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