Client: Government of Mongolia
Go Mongolia is a nation-branding initiative created to redefine how the world sees Mongolia. Despite rapid progress in infrastructure, digital development and economic ambition, global perception remained outdated. Working with the Government of Mongolia and the World Bank, Edelman developed the Go Mongolia brand platform to reposition the country as progressive, open and culturally magnetic. The first phase focused on building a contemporary national identity through design and brand architecture. The second phase introduced the Go Mongolia film, a cinematic expression of the brand intended to reach global policymakers, investors, trade partners and travellers. The film showcased Mongolia’s dual identity by presenting modern urban life alongside its living heritage, and featured real Mongolians rather than actors to preserve authenticity. Designed for global diplomatic, commercial and cultural use, the film launched at the World Economic Forum in Davos and was later adopted as the official welcome video for Mongolian Airlines and Chinggis Khan International Airport. The campaign delivered significant results. The film reached an estimated 150 million viewers worldwide and contributed to Mongolia’s 14-place rise in the 2025 Global Soft Power Index. The broader Go Mongolia programme supported USD 1.5 billion in tourism revenue, a 13.4 percent increase in trade turnover and a Fitch credit rating upgrade from B to B Plus. The film has since become a flagship national asset used across embassies, trade missions and major global events. Go Mongolia demonstrates how strategic storytelling can reshape a nation’s reputation and strengthen its position on the world stage.
