The phrase "Take It Easy!" will build Bulgaria's positive image abroad.

The suggestion came out during a round table discussion at the Earth and Man Museum last Thursday. The discussion was part of the Branding Bulgaria project, a joint undertaking by the British Council, the Euro-Bulgarian Cultural Centre and a 14-member initiative group.

The purpose of the Take It Easy! logo is to present Bulgaria as a calm place where one can live well and where people are happy, anthropologist Mila Mineva said during the discussion. The emphasis of the branding campaign will be on young people, who manage to achieve their goals here.

The team that has been working on the project recommended that the old tourist brochures picturing old men and women in national costumes be thrown away because they do not attract foreigners.

The Branding Bulgaria project was initiated in April 2001 and is scheduled to finish in March 2003. Lea Davcheva, manager of the project, explained that it has been fully financed by the British Council for the total amount of 20,000 pounds.

The specific objectives of the project are to initiate a public debate on the representation of Bulgaria abroad, to outline a possible strategy for future representations of Bulgaria and institutionalise the representation activities.

According to Davcheva, there are three major things to be done before the end of the project. First, the strategy for branding Bulgaria will be published in the form of a book. Second, it will be officially presented to President Georgi Purvanov and Foreign Minister Solomon Passi, probably in November, and then presented to high-profile representatives of state institutions and tourism businesses in February. The final step will be to set up a structure, probably a non-governmental organisation. "Its goal will be to turn the strategy into an action plan," Davcheva said.