FilmSome 14 years after Kazakhstan became enraged over the first ‘Borat’ film, the country’s tourism bosses have now taken a different tack. World-famous ‘resident’ Borat, played by actor Sacha Baron Cohen (49), features in an advertising campaign to promote tourism to the country.
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The embrace now comes Borat, with his new film ‘Borat Subsequent Movie Film’, once again drawing attention to Kazakhstan. Kazakh Tourism, the agency that is trying to put the country on the map worldwide, has adopted Borat’s ‘Very nice’ slogan.
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In a video you can see how four foreign tourists travel through the Central Asian country and always say “Very nice!” say when they are impressed by what they see. Traveling through the beautiful mountain landscape? “Very nice!” Looking at the architecture in the capital or tasting horsemilk at a market? “Very nice!”
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Check out the remarkable ad here:
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Racism and Sexism
The tourism office takes the racist and sexist behavior of the fictional journalist Borat Sagdiyev in the films for granted and hopes that many foreigners will find Kazakhstan in 2021. Like many other countries, the former Soviet republic has been badly affected by the collapse of international tourism.
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According to Kairat Sadvakassov, vice-president of Kazakh Tourism, the tourism videos should show that Borat’s jokes are completely wrong. “We would like everyone to experience Kazakhstan for themselves by visiting our country in 2021,” says Sadvakassov. “So they can see that Borat’s homeland is more beautiful than they may have heard.”
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(read more below the photo)
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Embracing success
The tourism boss did not come up with the idea of embracing Borat this time. In 2006, when Sacha Baron Cohen infuriated the rulers with his first ‘Borat’ film, the government tried to limit the damage with an advertising campaign. Again, after the new ‘Borat’ production came out last week, the government was not happy. Yet an American who has lived in Kazakhstan for a long time managed to convince the authorities to change tack now.
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Dennis Keen, who is married to a Kazakh and who organizes walking tours, suggested simply adopting the world famous ‘Borat’ slogan. “It was something I’ve been thinking about for years,” Keen told Reuters news agency. “Borat’s” Very nice! “Slogan is actually the perfect description of the country in the most heartfelt way. The people and the food are very nice. ”
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