SINGAPORE – Edelman has launched “Go Mongolia,” a stirring new national brand film that positions the country as both a proud cultural homeland and a compelling global partner. The 2.5 minute film, now streaming across international news outlets and digital platforms, seeks to elevate Mongolia’s international profile while uniting tourism, trade, and cultural narratives under a single rallying cry.
Shot against sweeping landscapes and infused with the vitality of Mongolian creativity, the film captures both the heritage and ambition of a nation charting its next chapter. “The challenge was to capture the energy and dynamism of a youthful nation re-emerging onto the world stage, while also rallying internal pride,” said Tim Green, Chief Creative Officer, APAC at Edelman.
The creative concept emerged from immersive cultural experiences in Mongolia. “It literally emerged from within Mongolia — it’s in the name. It’s a driven nation with ‘Go’ at its heart, both literally and figuratively,” Green added. It positions Mongolia as a place to go explore, go invest and go create, while also serving as a rallying cry to instill pride among Mongolians themselves.
The project was developed in close collaboration with the Mongolian Ministry of Culture, Trade and Tourism, alongside government ministries and local creative communities. From fashion designers Michel and Amazonka, who also design the country’s Olympic uniforms – to cultural institutions such as the National Theatre, the campaign was shaped by Mongolian voices across disciplines.
“It was important for us to hand the concept over to the people of Mongolia and let them give it meaning,” said Green. “We launched across different fields — from fashion shows in Paris to international partnerships like Mongolia’s sponsorship of Fulham Football Club — showing how ‘Go’ works on the world stage and reflects who the people of Mongolia are.”
“Go Mongolia” is the latest milestone in a long-term nation-branding strategy launched in 2023. Since then, Mongolia has surged fourteen places in the Brand Finance Global Soft Power Index, recorded its highest tourism revenues on record, and earned the distinction of Lonely Planet’s top destination in Best in Travel 2024. The campaign has also fueled cultural diplomacy and international connectivity, from the country’s showcase at the Paris Olympics to United Airlines’ inaugural direct flight from the U.S.
“This is another example of how Edelman brings to life integrated thinking at the intersection of culture, commerce, and creativity,” noted Green. “It’s a piece of work that instils trust in a unique country sitting at an interesting crossroads in the heart of Asia.”
By fusing cinematic storytelling with strategic vision, Edelman’s film marks a bold new phase in Mongolia’s soft power journey. At once rooted in tradition and oriented toward the future, “Go Mongolia” projects a unified national identity – one that rallies pride at home while opening doors abroad.
CREDITS:
Agency: Edelman
Chief Creative Officer, APAC: Tim Green
Designer: Matt Andrade
Agency Producers: Jeth Heng / Alicia Ho
Client Lead: Delicia Tan
Public & Govt. Affairs: Melissa Leung / Ryan Lim
Strategy: Huw Gildon / Peter Pippen
Production Company: Mr+ Positive Tokyo/Singapore
Director: Patrick Fileti
Music & Sound: ikigai
