case study
US Department of State –
Hearts of Europe
Enhancing the image of the United States in the world, starting with perceptions in three similarly sized countries in Europe.

Situation
The global public image and favorability of the United States is not at the level desired by the US Department of State based on the qualities and achievements of the United States. Citizens of the world often act favorably toward the US by buying and admiring American products, by considering the United States a very desirable travel destination, by holding education in American universities in high regard – but then speak unfavorably about the United States in general.
A number of other countries have been very aggressive in the fight for the hearts and minds of citizens in Europe and the rest of the world. The resulting competition, often including deliberate disinformation and propaganda, is generated in particular by Russia and China, but also by the EU, Japan, India, Australia, Middle Eastern nations, and other players vying for relative favorability.
Through a public RFP, the US Department of State selected Transiris from a pool of the most respected names in marketing and advertising to provide research, marketing and communications services, working in close cooperation with the US Embassies in Vienna, Prague and Budapest, under the leadership of Trevor Traina, the American Ambassador to Austria. Based on his own corporate experience, Ambassador Traina was particularly interested in bringing our corporate marketing experience to the public diplomacy space.

