„Пътят“ по TV7 с гост Слави Дяковски - маркетинг мениджър на Исторически парк /бр. 361/

Hello, dear viewers, you are watching TV1. I am Maria Damjanova. Today, together with our guest, we will once again visit the first and only historical park in Bulgaria, to learn more about the contest We are Bulgaria. I have invited Slavi Diakovski, Marketing Manager at the Historical Park, to tell us about this event. Hello, Slavi. Hello, Maria. Welcome to the show. I am glad that we can talk about this event, but first I will ask you to introduce yourself to our viewers, because I could not find anything for you with which to make a visit, as is the tradition in our show. I am the Marketing Manager of the project Historical Park. I can say a little more about my position. To some extent, my personal autobiography will be covered, but I will try to keep it short, because I do not think this is so important. My duties are to position the Historical Park as a tourist object, not only of importance for the local market, but also as a tourist object of European and global importance, because the park itself is the first such historical theme park in the world and the largest in this category. It is very important to position it as such and as something new as an experience for tourists, for our visitors in Bulgaria, in the Balkans, in Europe and, accordingly, at the end of the world. This is related to my position at the moment. In addition, we deal with digital positioning, digital channels, which we build so that we can communicate more easily in the present times. They have been especially important in the last few months, related to... Yes, when we were in quarantine. Exactly. And I can say that this is expressed in short, my position. You have been doing it for a long time, you have been doing it for a year and a half. I have been in the project for a year and a half, exactly. And before that? Before that, I had a lot of diverse experience. First of all, now I do marketing, I finished law, but I realized that law is not for me. I was wrong about the law, as I usually say. Where did you finish law? At the University of Russia. I was born in Russia. I had experience, I lived for almost two years in the United States, where I worked. There I was a rescuer, then I was an instructor, then I joined the management of the company which built pools, and again supported the pools in the fact that there were such rescue services. I did a lot of different things, as they say. This is experience. This is experience, yes. Experience is very valuable, except in the states I have. It turns out that the experience I had I was engaged in my initiatives related to online trading, which, accordingly, should develop in the United States, and not in Bulgaria. But I was in Bulgaria, developing this online trade. There I had to have manufacturers and suppliers from China, I had to connect them. All this at the same time. When did you put an end to all these things and focused entirely on the project Historic Park? I put an end to these things maybe a little, almost a year before I joined Historic Park. I just realized that this does not satisfy me. Even if I do not make an effort, I do not see any change for the better, both for people, for society, for the community. Are you satisfied with what you do now? Yes, I can definitely say that I am satisfied. We can see every day how the things we do help improve people's lives. Even the smallest ordinary articles that we offer in the souvenir shop I call them ordinary because they fall into categories such as cups, plates, clothes, etc. In fact, they are not ordinary because they are made by craftsmen, by masters. There is no one else in the whole world to produce them in this way. They can go into details later. And only such an article when we take a person and we remind him about his story, about his glorious ancestors, how they fought and believed that the world is for them. This fundamentally changes the perspective of a person on life. Okay, we got to know each other. And the viewers got to know you. One year has passed since the discovery of Historic Park. One year has passed since the visit of Mr. Ivelin Mihailov in our story when he told us about the park, about the discovery, about everything that the whole team decided to do. What happened during this one year? During this one year many things happened. Especially if we have to sum up from the discovery until a few days ago when it was the anniversary and one full year has passed since the park was opened. At least even from the team who were there constantly we remembered that one year has passed and we watched pictures, video materials from the discovery and we just did not believe it. Because the differences little by little are hard to notice. But in the end when you can look back and connect the dots you can see a huge change. Not only in the construction because the park is quite unfinished. The team is developing the team is growing not only towards the members who came to help. We strongly believe that it is extremely important to make a family to make children. Many of our colleagues already have their first births some third and fourth births. The team is growing in more than one sense and we are happy about that. Are you satisfied with the attendance? Do your expectations go beyond what is happening? We are satisfied. Especially for the past year we are very satisfied. This year is our first season and from 2020 we are starting to have fun because of the crisis and the pandemic. But this does not prevent us from setting the peak of attendance. May 24th was the peak of attendance compared to the whole past season of 2019. The last weekend was May 24th which makes us happy because we have more and more visitors who come to us for different reasons whether it is an event or just to see the park changed. We have a lot of people who come for the second and third time and every time they come they say that it was not like that only a month ago. What kind of people come? Can you make a portrait of the visitors? I will try. A lot of different people come to us but the distinctive characteristics that I can give are people who have an interest in drinking from our culture. That is why we are very clear that our object is so-called cultural tourism. People who visit such objects are educated and intelligent and they have an interest in history, culture, the development of art and all kinds of activities that try to elevate a person and raise him above the biturism of everyday life. At what age can you define the people who dominate here? At this age we have a wide range of visitors. I would rather say that we have the most visitors from people with families with their children from very young people 2-3-4 years old to teenagers who come with their parents with grandparents or several family members. This is the main group of visitors at the moment. Of course we have a lot of visitors who are organized in groups. Just last weekend we had three buses organized and there were only pensioners. In one way or another we notice the older people among our community and they are very happy to see something new related to their history and culture and to see that this thing will stay after them. This is one of the crossroads we have with older visitors. It is good that there are organized groups of pensioners but are there organized groups of students? Yes, there are. This year we organized a campaign aimed at Bulgarian schools. The idea is that one way or another our students study their own history and we want to make an opportunity for them by studying a specific moment of our history so that they can see and take the lesson with us. I would like to ask you if there are such lessons with you? Yes, we have such lessons. We even went to schools to do the so-called lessons on heritage where we want to bring a little life into history, not just to read but to see. Because our restorers and historians are professionally historical reconstructors. They have Bulgarian caftans with sables, with brooms. We develop chivalry, which is a part of our program. We went to schools where our chivalry professionals studied. Maybe this is the moment to show a video in which we have selected pictures of what the park looks like today. And here I want to ask you what impresses visitors the most from what they see? What impresses them the most is that they really manage to see a part of their history built in front of their eyes. They do not have to imagine it. I can give an example with myself and many of my acquaintances with whom we went. Here we show attractions. These are shots from last year's tournament in Strelbasa Slug. An international tournament which was the biggest ever held in Bulgaria. At the moment we are preparing to hold its second edition which will be the biggest in the Balkans. It was supposed to happen again, but... This year everything has changed. Exactly. We have to re-plan the plans as they say in the language of planning. And we are starting to put them in the calendar for the future. But these were shots from last year's tournament. These are not very fast shots. This is part of the development of the historical park. Exactly. Recently we can see the shadows on the buildings. We can see the statues of the so-called Bulgarian medieval lions which look very different if we compare the statues of lions in Italy. We always try to stick to what we have found and seen in our archaeological findings so that we can have our own style How do foreigners react to this historical park? to this attraction? There are other attractions but how do they react to ours? They react very well. We stick to our history, our symbols, our cultural heritage. It makes a huge impression on people because they don't see what they see in many other places. This is normal. It is not necessary to do things that other countries have because they are their own. They try to restore their history and show their culture. In the same way we are trying to do the same for ours. I have led several groups of tourists to the park in order to get a direct connection from the source. I have led groups of people from Israel, Germany, England. Every time they just don't believe when we get there because it takes 3-4 hours to get to the park. The park is big and there are many things to see, to explain, to try. They are in the middle and they ask if there is anything else because we can't believe if we have to walk so much we just have to stay here with you. What bothers them more? The information you give them or the walking? Because the park is big and warm. What bothers them is that they didn't know that there is so much history in our country. They imagined that in 30-40 minutes they will see a park that will talk about history in our country and they will leave. But when they enter the entrance which is a medieval Bulgarian fortress they are worried because even the entrance can take 20-30 minutes because a lot can be told about how the stones were built and how they are described in the historical sources that the Bulgarians built stone by stone and there is no grease between them. We made our medieval fortress Such details that we pay a lot of attention to are actually what attracts them the most and at some point it really bothers them because at least we because our team made such a tour from Europe and not only to similar thematic parks and the most famous historical landmarks just to see how they do it in other places, we have never seen so much attention to detail. And in fact, detail is something that reveals the culture, what brings artistic value and actually makes it valuable an object or an object makes it valuable. Dear viewers, you are with us today Slavi Diakovski, Marketing Manager of the Historical Park who will now tell us about an event that was organized very recently. This event is under the title We are Bulgaria and let's now you tell us the idea, where does it come from what happens I will just add that it is a question about very well drawn cars with a historical accent. This is very good description It is a question about a car exhibition that is a competition and we named it We are Bulgaria The idea for such an event for such cars comes from the founder of the Historical Park Iveli Mihailov who says that a long time ago when he made one or another type of advertising, branding of some items related to his businesses he analyzes how similar activities for other businesses happen and he comes to the conclusion that if there is no Bulgaria and we do not have this community why not advertise separate segments and this is something that we took as the guiding line that there is no sense in advertising separate elements if the society does not move forward and does not develop and is not recognizable the idea is that each of us can show that we are Bulgarians because unfortunately there are no Bulgarian cars in mass production and each of us has to drive a car produced in another country Japan, Germany, it does not matter but this does not prevent us from doing everything possible to show our vision for our people and to show our history in one way or another our symbols, our traditions it depends on who feels it and sees it to be shown and the other thing is that a small flower in the power of everyday life never prevents how many people participated this year in the first edition there were 20 cars 2 trucks 7 engines and 1 buggy in total over 30 participants what was the regulation? the regulation was that the cars should have some Bulgarian symbol drawn on them we did not put borders we did not put specific eras or specific symbols the question is the owner of the car to see in such a way that he wants his car to look and the message to be his now we will show to our viewers some of these cars were there disqualified? were there some who came but did not meet the requirements? there were no disqualified for our happiness there were many people who really wanted to represent Bulgaria in the background we see one of the trucks here is written Bulgaria our map here is one of the trucks with a tricolour the nice thing about the idea with the trucks is that these trucks so far we have drawn four of them the fifth is being made the company that makes them has 70 or more trucks and they promised us that all of them will be drawn with Bulgarian symbols and they will travel from Europe because they do transportation services this is the second place in the competition the ownership of Ruben Jankov we will show after a while the awards what were the people who judged were there jurors? we did not have jurors the jurors were visitors of the event and visitors of the historical park but how did they vote? there were blanks in which they had to choose first, second, third place to fill in their names and then you counted the votes everything was put in the ballot and then the votes were counted we just want as many people as possible to be involved in this and to say what they like why they like and in this way to stimulate more and more of us to make this step and to brand their cars here I can give a comparison purely marketing there is an island in Italy called Borano and it is known that the houses of this island are colorful one is pink, the other is blue the third is yellow, the fourth is green this is the whole thing with which this island is popular and this makes it a popular tourist destination by the same logic our country can become a famous tourist destination for one more reason and this can be the cars because if such cars really move around our country any foreigner who comes to Bulgaria will be impressed the cars are not just red, yellow or white but always have some symbols and he will start asking questions what are these symbols? why do these people do this? are they so proud of their history? do they deserve to be so proud? but doesn't this go against the law? no it is proven yes, it is proven it is necessary to preserve somewhere in the car the authentic color of the car that is why all designs always have an element from the design which is the authentic color of the car and in this way we preserve the legality without being in violation yes what historical moments are most often depicted on the cars? not only these 20 vehicles 30 30, yes but there are others that did not manage to be included but there are others that did not manage to be included I can divide them into two bigger categories that we observe one is those that go back to our older history and we see for example Hanko's brother or the so called Hanko's brother's testament where he teaches his sons that snow can not be broken easily we see the symbol of the people and on the other hand we see our newer history with the faces of the Christians the Renaissance who did a lot for our country in our newer history and these are the two groups that are most often included in this type of cars we hope this is our wish not just to have more cars with this type of design but a much wider range of our history to be reproduced on the cars because without any hesitation I can say that we have glorious moments in our history throughout our history we can all say that we make the impression that the tricolor is always present I am not mistaken, right? the tricolor and the moment of the history are combined now let's talk about the distinguished cars what did they attract the public because they voted for them what was the most characteristic for these three awards you gave now we will show the awards to talk about them what were the awards here we see the third place this woman is pregnant she is pregnant and the driver does she drive the car by herself? yes, she drives it by herself she is expecting her fourth child she drives it by herself and the other three children travel with her and so on this is the second award Romanian unfortunately for the first award this is just representative of the first award because they did not manage to come even the first award actually went to the two big trucks who were participants but because these are vehicles that do the work these are part of the ceremony these pictures show the man holding his son he was also a participant here are the pictures actually this car attracts a lot because the design was all one part of the factory production it was so well done the car of Romanian we see on the front cover exactly the crown of Khankovrat the picture of Miroslav Jotov ok, the audience of these cars was the most impressed after voting they decided to take first, second, third place was there a huge difference between the first, second and third? or were they very similar? the first, second and third were very similar between the second and third place if I'm not mistaken I think there were 12 or 13 cars 340 votes for one and 360 votes for the other in general the votes were very even there were certain favorites who gathered a lot of votes even the fourth and fifth place again very few are included in the top three which makes us happy we see that a large part of the cars actually like each other and the people vote more or less equally for these five favorites if you can make a characteristic of the participants what kind of people were all these miracles to draw the cars, the engines the trucks the common feature in my opinion among all is that they are people who want in one way or another to act and be active in this to make a better life for themselves for their close friends and as a whole for the Bulgarian community and actually this motivates them they themselves even said similar words about the award that actually even the second place Rumenjankov who had his word as a winner he said that you can easily fall asleep at night knowing that this was one of his goals and it is already realized and when he sees the car he knows that just because the car looks like this he does much more than what he did before drawing the car in the direction to make a better society and to remind the Bulgarians that in fact our history has a lot of ... Where is he from? He is from Russia I think he currently lives in Varna businessman and his activities are connected a lot with this to do everything possible to improve not only himself and his team but the community he even announced the money he receives as a reward for the fact that he is in second place Vasya I think you said the woman who is in third place where is she from? I think she is from Varna currently lives literally in the village to the historical park Neopetrivski and the first award goes to one of the trucks? I did not remember the name of the award Krumdonchev and Vladislav Angelov the two are the owners of this company Where are they from? I will tell you I have no idea where they are from I want to find out how much Bulgaria needs with the presence of this competition where are the people from to understand if they have the opportunity to participate in this competition How was the competition advertised? How did you inform the public that there will be such an event? Only through your website? Through our website digital communication channels that we have and use and also there was a public media campaign to announce that we have such a competition and of course we connected directly with people who know that they are engaged in this for example tunic masters who draw these cars and people who know that they have a lot of enthusiasts and have a desire to do everything possible to contribute to our society in Bulgaria And the public? Was there a lot of public? There was a public about 2000 people I think they came for Saturday and Sunday Were there foreigners? There were also foreigners there was a group of people from Israel there were I will tell you one more if they were not Germans I think there were a family of Romanians who also visited the park and the exhibition and it was very interesting that we received a phone call on Thursday evening the day before the competition it was around 23 o'clock and the person was very enthusiastic and asked when is this competition where is it where was the call from? It was from Veliko Tarnovo and he said I just have to come can I stand all day next to the cars and I told him of course don't order and he said I will be there on Saturday so it really aroused interest among people there were a lot of other candidates who could not come for one reason or another one of them had an accident with a car he is good just a car there are some things like that there were others who could not come because they were further away they could not come on time to participate such things always happen but as we told them until a year but still for the first time you do it 130 motor vehicles let's call them it is not small I was especially impressed by the trucks they travel abroad these trucks they basically travel abroad they come here only when they have to deliver the cargo or from here to export the cargo even directly from the parking of the historical park they stood for two days full of cargo and left for Slovakia just this will be a very serious advertisement not only for the historical park but also for Bulgaria because only one part of these trucks will be drawn with symbols related to the historical park others will be drawn with other cultural events some will be with Rilskie Monastery others with Seremterievskie Zara others with Bojanskata Do you already have this as an agreement? Yes, we agreed on this with the company whose property these trucks are the idea is to make it possible more often to see foreigners something related to Bulgaria to ask themselves questions and to see what beauties and places we have in our country to popularize them because our mountains, our estuaries do not deviate from anything I hope this is contagious and other transport companies to adopt this example even one video which we uploaded in social networks literally in one day to 200.000 views and from the bottom people started to write from the transport department which is this company tell us immediately we want to work with them to be partners others ask why all transport trucks are not made like this when will this happen have you aroused interest? We have aroused interest and we hope it will happen more and more Ok, I wish you this dear viewers you are with the show Pechat our guest today is Slavi Diakovski marketing manager at Historic Park we are talking about the contest We are Bulgaria you intend this contest to become traditional, right? Exactly next year we will make its second edition the idea is to turn it into Balkan contest to try to bring together brother nations around us Romania, Serbia, Macedonia, Greece, Turkey one way or another we have many similarities in our history and it will be more than wonderful as a whole Balkan Peninsula to unite behind the cause to make our history and our culture more popular so that tourists can see it Ok, about the contest let's talk a little about what is happening in the Historic Park from the previous show we made with Ivelin Mihailov I remember he was telling that this park will grow there will be new how to say new places where our historical moments what are you doing now how do you grow it what is new at the moment I will tell you things that are done compared to last year those that are being built recently we put a monument of the Senevci brothers immediately after the entrance when visitors enter this is the first thing they see and symbolizes this Bulgarian spirit the will for freedom and the conviction that the creation is in our hands which was proven by the Senevci brothers besides that we put lighting in the park it is now possible for visitors to do night walks let's call them evening because it is not possible at all and the park turns into an evening show a light show because we have extremely interesting places lit up during the night not only by our lighting bodies but also by the stars and the moon which reflect magically in the lake we put two keys in the middle of the lake visitors can do a night walk with a boat and many other things which this summer we will see how people will use and to what extent they will like this but at the moment the royal complex is being built the Second Bulgarian Kingdom life and health it will be completed by the end of this year and this will be the second stage open for visitors in the historical park at the moment when this happens officially we can say that one walk in the park to be full and high quality it will be necessary one whole day of visitors now by the occasion of the anniversary we also developed a historical show for the King of Khankobrat visitors who were in the evening of the celebration in the park they simply said that it should become an independent show because it does not lag behind other such shows historically happening in our neighbors or other Western countries let us now show the viewers some of the things you mentioned these are some of the attractions this is our chandelier of the show this is mr. Mihailov who is known to our viewers from our previous show on the theme historical park this is part of the restoration of the historical castle of Khankobrat these shows can only be played in the evening? at the moment we have planned them for the evening these are our friends from the Poles the Poles actually made a great show here you see this shot how they drew symbols and certain pictures in the fire this is the Turkish arrow the statue in front of the historical park as a whole show historically it can be seen later in the evening because with the light elements that are added from the park the experience becomes more magical the first historical cake exactly the cake itself is called Slavic cake according to the older Bulgarian recipe as a whole more things can be seen the show to use the Bulgarian word the show with the falcons will also be a very basic accent we will focus on it you mentioned a while ago that visitors apart from seeing so many things can also try exactly what can they try in these institutions in the historical park a lot of things traditional Bulgarian things as we can divide them in two directions first the two institutions in the historical park one is in the Thracian era the other in the era of the Second Bulgarian Kingdom accordingly we have differences between the kitchens and even the dishes that are used and displayed there we have Thracian pies with minced meat we have pies according to the recipe from Volga Bulgaria because last year we invited a master chef they were in Bulgaria for a month they taught our chefs how to cook their traditional recipes actually it is very interesting I will slightly deviate from the topic very interesting how do you know that the Thracians ate Thracian pies from Limac? I am trying to answer this question actually we have culinary technologists I think it is the right term who work in a team with our historical restaurateurs they received consultations from archaeologists historians professors and on the basis of the discovery from archaeologists historians it becomes clear that Limac was used a lot by the Thracians the meat the lamb was also used a lot and a number of ingredients and here comes the role of culinary technologist who says all these ingredients can be combined in such a way which means that a similar dish would be prepared by our chefs and this is the reason that we have Limac Thracian pie we have sour milk which is now very strong we recommend to our visitors because the milk is prepared especially for the historical park it is not available in the markets and actually the milk which I say is from my childhood which I had with my grandmothers in the village such are the taste qualities there is a serious difference with what is offered at the moment in the markets ok let's leave something unsaid so that people can show interest and come and try do you think this is already in your area that this object this historical park is well presented abroad through all channels which can be used for advertising such a tourist object and what do you do to popularize this park even more definitely it is not popularized enough abroad but we do everything possible by our strength to popularize it actually here it is very important to make a clarification when we talk about tourism and marketing in tourism the leader is the tourist destination actually the destination is Bulgaria and not a historical park or the Riga Monastery or something else so our effort to make people understand about the historical park foreigners is to make people understand about Bulgaria and the historical park last year, 2019 we had a very serious campaign in which our expense was our investment in the development of tourism in Bulgaria was to invite more than 30 foreign vloggers, youtubers and people who speak about tourism and have a large audience to invite them to Bulgaria because they were not coming and actually these people came at our expense and we invited them from all over the country they saw all the cultural activities for example UNESCO guide and they passed from one end to the other end of Bulgaria even I personally led a group of Indian tourist bloggers who together we were in the region of Varna in the old city in the north we moved through Tarnovo we arrived in Sofia we went to Riga Monastery and so on What was the effect of this visit of these people who primarily for tourism inform on their channels at least they did not believe what they saw because they just do not know this is the opposite for example when we have from India and it is covered with many countries excluding Western Europe who say for good or bad in fact we do not know anything about Bulgaria basically we know that there is yogurt that you have a rose from which you prepare various products and so on they do not know about history, culture they do not know anything else which we see on the positive side we have the empty table on which to write what is our culture what is our history so that people can see it and start coming the mass opinion was that they want to return these people to Bulgaria they said that this is not enough the sessions they conduct with us they said that this is not enough to see everything that Bulgaria can offer so we really expect them to come again not only them but others but through them they spread more information did they write more things about Bulgaria did they inform their followers is there a historical party I do not know if my question is valid is the historical park present in advertising catalogs in tourist sites in information channels which are similar it is present in several this year we will make an effort to be present in more but last year it was actually the beginning of this year we are already present in Scandinavian countries and as in our last interview our manager responsible for outgoing tourism to Bulgaria he said people I have been waiting for 20 years to have something new in Bulgaria which I can offer to Finns, Danes, Norwegians because they like Bulgaria they like to come to Bulgaria but there is nothing new to offer them and he simply said in 2020 how many tourists do you have one stop is a historical park I saw that some of the participants in the competition also had similar sneakers what is the idea and the goal specifically this sneaker is for the strong this is a series of sneakers developed by the foundation Vazdigane which we return to or rather stay in the topic the idea is to make our history and our ancestors more recognizable and to some extent even modern when we have such sneakers there are sneakers for all owners and the message of each of them is different for each owner the good thing is that these sneakers a person can combine on the one hand to have such a sneaker which reminds him of his family his history at the same time buying in quotes such a sneaker he actually makes a gift which goes for various reasons what is now the cause at the moment the causes that we are actively developing are the placement of monuments of Khan Kobrat in the city of Ruse and the monument of Khan Asparuh the founder of our country in Sofia in the capital because we do not have such another big campaign which we also do and quite often from these children's books in this direction is the distribution of comics with the title of Khan Kobrat to every third-grade Bulgarian which means not only in Bulgaria but in the whole world precisely because the third grade began to study history and not only that are these comics interesting for children? especially this will be a memory which may not fade in my mind the first time I was at school to distribute comics because we do it all activists volunteers of the Foundation Vazdigane at the moment I gave them one comic just the world around them disappeared it didn't matter what I showed it didn't matter what the teacher showed they were immersed in comics and we saw that this is an extremely successful way to get the attention of the children so that they can actually learn something about their history and produce such works not just to remember dates and facts but to produce works about what actually gives us the knowledge about Khan Kobrat and why exactly the covenant of Khan Kobrat that together we can do everything and this is the end of the comic which we give to every child wonderful initiative I wish you success with all these causes on which you work for our final show and because this is the tradition I will offer a story about success a few little toads decided to organize a run the goal was to jump on top of a high tower a large crowd gathered to watch the competition the start was given and the toads started to climb but none of the crowd believed that they would be able to reach the top they heard the shout the road is so difficult they will never reach the top or there is no way to get up the tower is so high the little toads started to waver the crowd was right it was very difficult this challenge for their tiny legs and one by one they gave up but there were a few enthusiasts who continued to climb and the crowd continued to encourage them it's coming, give up look how difficult it is you can't make it gradually these stubborn toads gave up only one did not stop it continued up and up it reached the top and it turned out that it was just a little toad the others gave up the crowd was delighted everyone wanted to know how this feat was achieved but they surrounded it when it got off the tower and started asking questions it turned out that the little toad was deaf dear friends be deaf to the advice they want to give you don't let others to stop you don't give up today Slava Dyakovsky marketing manager of the historical park is our guest I am waiting for you next week at the same time stay with TV1