The VolgaPRime team from Samara University claimed first and third places in the 2nd All-Russian Student Competition of Creative Projects “Ethnocultural Branding of Russian Regions.” The event took place on March 19–20 in hybrid format—both online and in person—at the St. Petersburg State University of Industrial Technologies and Design.
The team, composed of second-year students from the Faculty of Philology and Journalism majoring in Advertising and Public Relations—Yevgeniya Vershkova, Polina Krasnova, Yelena Sokolova, and Anna Surkova—presented entries in two categories: “Ethnocultural Souvenirs” and “Special Event.”
Their project “Samara – Support, Strength, Inspiration” proposes a distinctive line of souvenirs seamlessly integrated into everyday life and deeply rooted in the region’s cultural identity. Drawing inspiration from Samara Oblast’s natural landmarks and traditional crafts, the students reimagined souvenir design beyond mere trinkets.
“We wanted to transform the perception of souvenirs from dusty shelf decorations into meaningful objects,” said Yelena Sokolova. “That’s why we combined original design with practical functionality and rich symbolic meaning. We believe that if such modern souvenirs are actually produced, they will significantly boost interest in our region.”
Their second submission, “Samara Kaleidoscope,” outlines a comprehensive concept for a regional festival celebrating local folk art, gastronomy, music, and craftsmanship.
Both projects received high acclaim from the expert jury. “Samara – Support, Strength, Inspiration” earned first place, while “Samara Kaleidoscope” was awarded third place.
“This competition showed us how vital it is to speak about our homeland in a contemporary language and to discover fresh, compelling ways to present its identity,” the young PR professionals noted.
The team was mentored by Ksenia Morozova, Senior Lecturer at the Department of Russian and Foreign Literature and Public Relations.
