Yerevan, Armenia – On February 20, USAID and the National Competitiveness Foundation of Armenia (NCFA) signed an agreement under which USAID and the Government of Armenia will provide financial support to the Foundation to create a country brand for Armenia.

U.S. Ambassador to Armenia John Heffern and Prime Minister of Armenia Tigran Sargsyan witnessed the signing ceremony, held in the Prime Minister’s Office. Minister-Chief of Staff of the Government of Armenia Vache Gabrielyan, Minister of Economy Vahram Avanesyan, Deputy Minister of Economy Sergey Avetisyan, and U.S. Mission staff were also in attendance.

The branding effort complements USAID’s tourism development activities by positioning Armenia on the world map and generating awareness about the country as a place to visit and invest. Partners are confident a strong brand and effective messaging will significantly benefit Armenia by communicating Armenia’s uniqueness to potential tourists and investors, and distinguishing the country among its competitors.

During the coming nine months, the NCFA will lead the efforts of brand creation and development of a promotional plan for Armenia.