Ufa

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2024: Allocation of 723.3 million rubles to increase the image of the city in social networks

In September 2024, it became known that in Ufa it is planned to allocate ₽723,3 million to increase the image of the city in social networks and media. These funds will be used to implement a program to form a positive image of Ufa as a modern and economically developed metropolis. Financing will be carried out for six years, and about ₽120,6 million will be allocated for these purposes annually. A significant part of the funds - ₽612,6 million - will be directed from the city budget, the rest will come from extrabudgetary sources.

According to Kommersant, the funds will be used to achieve two main goals: the promotion of Ufa in the Russian and international information space and the development of urban media and outdoor advertising. In particular, it is planned to increase the audience of city publics on VKontakte, Odnoklassniki and Telegram to 5 million people a year. An annual increase in the circulation of local print media to 991 thousand copies and an increase in the audience of the municipal TV channel "All Ufa" to 3 million people are also expected.

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An important element of the program will be the development of outdoor advertising: it is planned to install 100 digital billboards broadcasting social advertising throughout the city. The main performers of the program will be the press service of the mayor's office, the Department of Outdoor Advertising and Information, the publishing house "Ufa" and the production center "All Ufa." The largest amounts will be allocated to the publishing house "Ufa" - ₽348,8 million, the production center - ₽188,4 million, as well as the Outdoor Advertising Department - ₽186,1 million.

The program to form a positive image of the city is a continuation of the previous PR campaign, adopted in 2013. According to the report of the mayor's office for 2023, the results of the program exceeded expectations: the coverage of urban communities in social networks amounted to 12 million people, which is almost 7 million higher than planned, and the audience of the All Ufa TV channel reached 3.3 million viewers, which also exceeded the targets.^[1]

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