The Three Seas Initiative – a fascinating history

Report and communication strategy

1 The Three Seas Initiative – a fascinating history

Report and communication strategy The Three Seas Initiative – a fascinating history

Report and communication strategy

WARSAW, 2021 THE THREE SEAS INITIATIVE – A FASCINATING HISTORY | REPORT Table of contents AND COMMUNICATION STRATEGY

Editing and Art Direction: Danuta Nierada Graphic design: Katarzyna Niklas Cover photograph: Przemysław Szewczyk – IStock Photo Photographs: IStock Photo / Krzysztof Karpiński / Danuta Nierada / Tomasz Szprycha / @tanczaca_z_aparatem PART I: Get to know the Three Seas – the most ambitious geopolitical project of our time / 9 Revised by: Dean Edmunds 01. What is the Three Seas Initiative? / 11 Typeset by: 02. The Historical Background / 15 Grist 99 Sp. z o.o. ul. Warszawska 37, 05-082 Blizne Łaszczyńskiego 03. Current State of Affairs of the Three Seas Initiative / 21 04. Infrastructure and economy / 29 Published by: 05. What is still lacking? / 33 Fundacja State of Al. Jerozolimskie 7 PART II: Three Seas communications strategy and its potential / 37 00-955 Warszawa 01. Promoting the Three Seas: A fascinating history / 39 Tel. +48 695-285-774 E-mail: [email protected] 02. The Three Seas concept / 47 www.stateofpoland.pl 03. Why is it so important to promote the Three Seas Initiative? / 49 04. Communication through Benefits / 57 © Copyright by Fundacja State of Poland, Warszawa 2021 All rights reserved 05. Three Seas — Let's get to know each other! / 65 06. The Three Seas — a fascinating history / 69 ISBN 978-83-961551-1-5 07. How to speak so to be heard / 73 08. Message dissemination strategy / 83 09. Distribution channels / 85 10. Conclusions / 93 Collaboration and development / 95

[email protected] very great challenge begins with a dream. E Over the centuries, the destinies of the nations living between the three seas – the Baltic, Black and Adriatic Seas – have been shaped not only by the ambitions of the millions of inhabitants of these lands, but also by a complicated history and the will of stronger neighbours. The Austrian thinker Erik von Kuehnelt-Leddihn said: Man rarely learns any lessons from history, and nations never do. We want to change that. The difficult experiences of wars and totalitarianisms have forever left an indelible mark on the consciousness of the inhabitants of the 12 coun- tries in the region. They are a weight, but also a wealth of knowledge that we ought to draw from. The conditions have fortunately changed, but our dreams have remained. It’s now time to fulfill them. This is the purpose of the Three Seas Initiative – one of the most -am bitious geopolitical projects of our time. Its main aim is to use the huge potential which lays dormant in the region. We want to build roads and bridges between our nations, to increase our ability to develop, to level the differences between the east and the west of the European continent and to show the world the potential of the Three Seas countries. We want to achieve all of this by using the vast social capital, the strength and cre- ativity of the 100 million+ inhabitants of the region. I hope this report, which is an introduction and a synthesis of the pro- ject, will show the ambition and vast potential of the initiative we have started to build. Drawing from the wisdom and wealth of the past, we are bravely looking into the future. The story of the Three Seas is only just being written – so let's write it together! . Beata Daszyńska-Muzyczka President of the Management Board of Bank Gospodarstwa Krajowego, Chairperson of the Supervisory Board of the Three Seas Initiative Investment Fund

6 7 Poland

Part I Get to know

Black Sea the Three Seas — the most ambitious geopolitical project of our time

Twelve countries, three seas

Three Seas Ini- tiative

8 9 Széchenyi Chain Bridge in Budapest, Hungary 01.

What is the Three Seas Initiative?

he Three Seas Initiative (3SI) is took the opportunity and joined the EU T a forum grouping together twelve following the demise of communism in states in Central Eastern the region. Europe (CEE), located The Initiative aims to The Initiative aims between the Baltic, Black create regional dialogue to create regional and Adriatic Seas. on questions affecting dialogue on questions The regional forum is member states, particu- affecting member dedicated to infrastruc- larly within the sphere of states, particularly ture projects and groups cross-border infrastruc- within the sphere together Austria, Bulgar- ture. Polish President of cross-border ia, Croatia. the Czech Re- and Cro- infrastructure. public, Estonia, Hungary, atian President Kolinda Latvia, Lithuania, Po- Grabar-Kitarovic were land, Romania, Slovakia and Slovenia. the driving forces behind the project All states, with the exception of Austria, and managed to convince their Central found themselves behind the Iron Cur- Eastern European partners of the ne- tain after the Second World War, but cessity to launch a new form of regional

10 11 to conduct their university studies at Eastern Europe and the West, but also the classical learning centers of Western between today's members of the Three Europe, came to a near complete halt. Seas Initiative. Just as significant was the abrupt As long as the Soviet Union played end to the business ties and trade re- a major role in the region, the roads lations that had flour- and railroads that led to The Three Seas ished in previous years. Moscow were given top Initiative offers our All the countries be- priority, while regional region a chance to hind the Iron Curtain infrastructure, so neces- make up for lost were forced to embrace sary for the integration opportunities during the planned economy of the Three Seas region, the postwar economic that communist doctrine remained, partly inten- boom. demanded from them. tionally, neglected. The near five decades of this economic Rebuilding the links with each oth- model led to the stagnation of the en- er, and Western Europe, after almost tire Central and Eastern European re- five decades behind the Iron Curtain, Polish President Andrzej gion, while Western Europe raced ahead has been a slow process. Despite regain- Duda with Croatian President Kolinda Grabar-Kitarovic in the post-war period, with their free ing sovereignty in 1989, it took anoth- cooperation. The member states met for This formidable, ideological bar- market economies leading to a recovery er 15 years before the first countries in their first summit in Croatia in 2016. rier imposed on these countries by and boom that is often described as an the region became members of the Eu- All the countries of the Kremlin, severed economic miracle. ropean Union. It must be remembered The Three Seas the Three Seas Initiative, the natural ties that Yet another repercussion of the Iron that it was not until very recently that Initiative was created with the exception of Aus- they once had with Curtain was Stalin pressuring Central and the Three Seas countries were able to to fix the infrastructure tria, have shared histori- the western parts of Eastern Europe to refuse the much need- take full advantage of what the free in- gap running on cal experiences, with all of the European conti- ed US sponsored Marshall Aid, which ternal European market has to offer. a north-south axis in them finding themselves nent. Cultural dia- had successfully kickstarted the Western Finally, it is also worth mentioning Central Eastern Europe. under communist regimes logue, the exchange economies of war-torn Europe. that the Three Seas countries share and behind the Iron Curtain after of ideas and the tradition for many Additionally, the Iron Curtain raised the experience of foreign domination the Second World War. members of the future national elite a barrier, not just between Central and not just from the post-war era but also

12 13 in previous centuries. There was a time achieved, but infrastructure running at the end of the 1” and through most in a north-south axis in this part of of the 18th century that all the current Europe is still lacking. 02. member states of the Three Seas Initia- As a result, people and goods move tive, apart from Austria, had lost their much slower within the 3SI region than sovereignty to other powers. to Western Europe. Such a state of af- The Historical The Three Seas Initiative offers our fairs drastically reduces the incentives region a chance to make up for lost for intra-regional trade in CEE but Background opportunities during the postwar eco- also creates barriers that make it more nomic boom. It is up to our generation difficult for nations in our region to to take advantage of the situation that cooperate more closely politically, cul- has appeared after all our member turally and even socially. states joined the . The Three Seas Initiative was estab- n Polish political thought, region- to the Dalmatian coast in the South. After the political transformation lished to overcome this “infrastructur- I al alliances were often formed to King Casimir IV Jagiellon ruled over of 1989, all the countries in the re- al gap” as well as to create better condi- oppose larger actors who could threaten the Grand Duchy of Lithuania and gion started building roads leading to tions to improve trade relations, and to our sovereignty. It was in the Kingdom of Poland , Italy and Western Europe increase energy security in the region. 1385, with the Union of while his son Vladislaus in general, which was an economi- Since its foundation, additional topics The Battle of Krewo, that Poland took II sat on the thrones of cally sensible decision in those years. for cooperation have been added to Varna proved that the first step to unite with Bohemia, Hungary and Much of what needed to be built in the agenda, which we will explore fur- the nations of Central the Grand Duchy of Lith- Croatia. the east-west direction has since been ther in this brief. Eastern Europe can uania against the Teuton- successfully join In the previous ic Knights. forces in the face of years, the Grand Dynastic ties were im- external threats. Duchy of Lithuania portant in medieval for- had expanded its ter- eign policy. By the late 15th ritory all the way to century, the Jagiellonian Royal House the , creating an area ruled ruled an area stretching from modern by the same House stretching from day Latvia in the North all the way the Baltic, to the Black and Adriatic

14 15 The Kraków Cloth Hall, Poland

Seas, or the three seas which centuries In 1991, the Visegrad Group was later would give their name to the 3SI. formed. Its main objective was to pave In 1444, around a dozen Central East- the way for EU membership for Poland, ern European nations, with the help of Hungary and Czechoslovakia but it has Venice and the Papacy, formed a mil- since become the most advanced form itary alliance and set off on a crusade of regional cooperation in CEE. in the Southern Balkans Historically, the ob- against the quickly ex- stacles which have panding Ottoman Em- The current stopped regional coop- pire. It ended tragically international order has eration can be divided with King Wladyslaw III given Central Eastern into two categories. Jagiello’s death on the bat- Europe an opportunity » The emergence tlefield near Varna in at unity and regional of nationalism as an south-eastern Bulgaria, cooperation which ideology in the 19th cen- but showed that the na- has not been seen for tury, combined with tions of the region could nearly 500 years. the very mixed ethnic join forces when threat- composition of popu- ened by external forces. lations in CEE, made During the Second World War, conflict for territory common be- the Governments-in-Exile of Poland and tween neighboring nations. Czechoslovakia discussed the possibility » Secondly, most, if not all states, of forming a confederation after the end were occupied by foreign powers, of the war, with similar talks taking place whether the Ottoman, Prussian, between Yugoslavia and . The idea Russian and Austrian Empires in was for these two confederations to co- the 18th century, and up to the Ger- operate closely and potentially even form man Nazis and Soviets during much one large confederation. of the 20th century.

16 17 House of the Blackheads in Riga, Latvia

Regional cooperation has only been identity. It is important for those who possible during two short windows of want to promote the Three Seas Initiative opportunity in recent centuries, namely: that they manage to convey the message » the Interwar era between 1918–1939 to leaders and regular people in the region » since 1989 that the current international order has The effort at regional cooperation- be given them an opportunity at unity and tween the two world wars collapsed due regional cooperation which has not been to historical conflicts over territory and seen for nearly 500 years.

King Wladyslaw III Jagiello fell in battle against the Ottomans at the Battle of Varna in 1444

18 19 03.

Current State of Affairs of the Three Seas Initiative

s discussions on the need for After assurances that the project A a new form of regional coopera- would focus on economic aspects, tion intensified in 2015 and the construction and the first half of 2016, At the group's first of cross-border in- some states were still summit in , frastructure in par- hesitant, worried that the 12 Three Seas ticular, opposition to such a project might dis- Initiative states the 3SI was dropped courage interest and declared the need to and the 12 states signed support from other pow- deepen the existing the Dubrovnik State- ers. Uncertainty about cooperation in energy, ment during their first whether a new regional transportation, digital summit in Dubrovnik, forum would be per- communication and Croatia in 2016. ceived as an attempt at economic sectors. The statement empha- breaking up the unity of sized that the 12 states the European Union caused consterna- see a need to deepen the existing co- tion among some future 3SI states. operation in energy, transportation,

20 21 digital communication and economic Adriatic–Baltic–Black Sea triangle, will sectors. take place both within the European An important detail of the state- Union and across the broader transat- ment is that it mentions that the com- lantic space, opening the door for US prehensive cooperation in the involvement in the project.

Warsaw Summit in 2017 Świtkowski Krzysztof Photo:

he American role became clear At the Warsaw Summit, it was also T when US President decided that the flexible Presidential Fo- took part in the second 3SI Summit in rum formula would be expanded to in- Warsaw, Poland in 2017. US support for clude a larger role played by governments increasing the region’s access to Liquified and business entities. Natural Gas (LNG) was deemed a vital A DECISION WAS TAKEN TO CRE- component in strengthening the energy ATE A 3 SEAS BUSINESS FORUM, ded- security of CEE, which currently is still icated to representatives of large eco- U.S. President Donald Trump presented a new LNG strategy highly dependent on energy delivered nomic entities determined to expand for the Three Seas Initiative through Russian pipelines. economic bonds within the region. at the 3SI Summit in Warsaw Jean-Claude Juncker, and German For- to Western Balkans and the Eastern in 2017 eign Minister , gave a clear Partnership countries, including the signal that Brussels and Berlin had em- effort to bring these regions closer to braced the 3SI project. the EU through increased intercon- Summit in 2018 SECONDLY, the joint statement of nectivity. The decision made it clear the summit underlined the impor- that the scope of interest for the 3SI he 2018 Summit in Bucharest was FIR S TLY, the participation of the Pres- tance of the 3SI for contributing to the will grow to include neighboring T significant for three reasons: ident of the European Commission, substantiation of EU policies directed non-EU regions.

22 23 THIRDLY, at the 1st edition of the 3SI EU member states, the US, South- Business Forum, which gathered 600 East Europe and Eastern Europe, it Summit in 2019 officials and business representatives was decided to create a 3SI Network he Ljubljana Summit was pri- THE MAIN DEVELOPMENT OF 2019 WAS from the participating States, other of Chambers of Commerce. T marily an effort for consolida- THE ESTABLISHMENT OF THE THREE SEAS tion of the previously staked out path INITIATIVE INVESTMENT FUND (3SIIF) BY Germany and the European Commission decided to forward. It was also the start of more THE POLISH NATIONAL DEVELOPMENT support the Three Seas Initiative at the 3SI Summit in focus being placed on cooperation BANK (BGK) AND ROMANIAN EXIM BANK, Bucharest within the fields of digitalisation and WITH THE AIM OF RAISING EUR 3–5 BN innovation. FOR PROJECTS IN THE THREE SEAS REGION.

Tallinn Summit in 2020

he global coronavirus pandemic infrastructures with digital components T required the 2020 summit to be that will allow for higher efficiency. organized in digital form, which un- The COVID-19 pandemic also made fortunately put a stop to the backroom the 3SI states underline the importance discussions and informal contacts of regional economic ties and well-de- made during the Business Forums of veloped cross-border infrastructure previous years. to stimulate economic recovery after Nevertheless, Estonia lived up to its the pandemic. It can also be perceived as reputation as a leading E-nation and a hint of coming ambitions to capitalize presented its plan for Smart Connec- on the global trend of shortening supply tivity, a vision to unlock the digital chains from China in favor of more in- potential of the Three Seas Initiative dustrial production in the West, where by upgrading energy and transport 3SI states are particularly competitive

24 25 Bratislava Castle in Slovakia

due to comparatively low labor costs and SLOVENIA AND CROATIA ALL JOINED a highly skilled and educated workforce. POLAND AND ROMANIA AS INVES- THAT SAME YEAR, ESTONIA, LATVIA, TORS IN THE THREE SEAS INITIATIVE HUNGARY, BULGARIA, LITHUANIA, INVESTMENT FUND.

Sofia Summit in 2021 ulgaria has announced its inten- through Greece and Bulgaria to the B tions for the 2021 summit, sig- wider 3SI region. nalling that it will want to tie Greece SOFIA HAS ALSO SIGNALLED THAT and Cyprus more closely to the 3SI IT WILL WANT TO LEAD THE 3SI IN project. The two states could become important for increasing the energy A DIRECTION WHERE MORE IMPOR- security of the 3SI as the proposed TANCE IS PUT ON COOPERATION IN EastMed Gas Pipeline would bring RESEARCH AND DEVELOPMENT (R&D)

natural gas from Israel and Cyprus AND HIGHER EDUCATION.

At the 3SI summit in Sofia in 2021, Bulgaria will champion closer cooperation between the Three Seas Initiative, Greece and Cyprus. The map shows the planned EastMed natural gas pipeline, with one offshoot that will let the gas flow to the Three Seas Initiative

26 27 Plitvice Lakes National Park in Croatia 04.

Infrastructure and economy

ross-border infrastructure and Once implemented, the projects will C the economic growth it facili- provide a substantial contribution to tates are at the heart of the Three Seas the overall objective of the Three Seas Initiative. Initiative by stimulating A list of Priority Inter- Two of the projects, economic growth, de- connection Projects has the North-South veloping a north-south been compiled at every Gas Corridor and Via infrastructure corridor, Three Seas Initiative Sum- Carpatia, are informal level regional disparities mit since 2018. At the Tal- flagship projects, within the EU and boost linn Summit in 2020, 22 as they involve and European cohesion. new projects were added, impact every single Two of the projects, bringing the total num- country in the region. the North-South Gas ber of projects up to 77. Corridor and Via Car- The projects are grouped into the follow- patia, are informal flagship projects, ing three categories: transport (51%), en- as they involve and impact every sin- ergy (32%) and digital (17%). gle country in the region.

28 29 Baltic Pipe

Terminal LNG Świnoujście

The North-South Gas Corridor, The improved infrastructure will make The North-South Gas Corridor will increase improve energy security in stretching from the Baltic Coast in intraregional trade more profitable and Central Eastern Europe northern Poland to the island of Krk result in larger trade volumes between in Croatia will connect gas pipelines member states. The Three Seas Initiative is across CEE while also providing new also active in improving business connec- energy sources through the LNG ter- tions in CEE through organizing a Three Terminal minals in Świnoujście and Krk as well Seas Business Forum as well as a new net- LNG KRK as Baltic Pipe, which will allow for nat- work of Chambers of Commerce. ural gas to start flowing to the Three The target for the Three Seas Initiative Seas region from deposits on the Nor- Investment Fund has been set at up to USD wegian shelf. 3–5 billion. The fund will Via Carpatia, a trans- finance some of the nec- The improved portation corridor con- essary investments in infrastructure will sisting of motorways and the region while the War- make intraregional expressways stretching saw Stock Exchange was trade more profitable from Klaipėda in Lith- tasked with publishing and result in larger uania to the CEEplus Index. trade volumes between in Greece, will provide The portfolio covers member states. the region a much need- more than 100 of the ed north-south transport most liquid stocks trad- corridor in its eastern part. Currently, ed at stock exchanges in the region. the travel time for people and goods in Better infrastructure in the region will this part of Europe is among the slow- bring people closer together and provide est on the continent. The motorway will greater opportunities for striking up new serve as the backbone of the transport business partnerships. The Three Seas -In Via Carpatia will cut travel time for system from the Baltic to the Black Sea itiative intends to play an important role people and goods moving in the eastern and will connect ports in Romania with in fostering better business opportunities parts of the 3SI ports in Poland and Lithuania. in Central and Eastern Europe.

30 31 05.

What is still lacking?

ive years after its creation, It’s therefore imperative to anchor F the Three Seas Initiative is still rel- support for the project through atively unknown, both a strategy of “winning amongst the general pub- Central and Eastern hearts and minds” of lic and with decision Europe’s economic both the average citizen makers in the region. success following and the region’s elite. As a result, the Initi- the 1989 political People are general- ative is still in a fragile and economic ly not aware of the ex- state as its low visibil- transformations has not isting historical links, ity means that there been communicated similar traits, common can’t be any broad bot- well enough to problems and oppor- tom-up support from the world. tunities that exist in the people, and more the region. An example importantly, the voters of the region. of a problem that all the countries in Political changes in various countries the region share is the lack of accu- could destabilize the entire project. mulated wealth, resulting in lack of

32 33 Warszawa, Poland

self-confidence, which is essential for With Soft Power, it is possible for a country to successfully communicate a state or organization to obtain the out- its achievements and to building S o ft comes it wants in world politics because Power – a state resource other countries – admir- Having Soft Power based on a country’s ing its values, emulating makes it possible to well-developing econom- its example, aspire to its set the agenda and ic system, vital civil soci- level of prosperity and attract others to want ety and the attractiveness openness – want to fol- the outcomes that you and influence of its ideol- low it. Having Soft Power want. ogy and culture. The con- makes it possible to set cept was popularized by the political the agenda and attract others to want scientist Joseph Nye. the outcomes that you want.

Poland’s GDP grew on average by 4.2% per year between 1992–2019, reflecting the economic miracle taking place across CEE funds for much needed infrastructure. economic transformations has not Another problem is insufficient For- been communicated well enough to eign Direct Investment to the private financial centers from New York, Lon- sector of the 3SI’s economies, partial- don to Tokyo. ly because the region’s economic suc- The societies of the region could cess following the 1989 political and in many cases benefit from more

34 35 Part II Three Seas communications strategy and its potential

36 37 01.

Promoting the Three Seas: A fascinating history

Communication to date — challenges and threats

n a survey conducted by the State Nations, the Secretary General of I of Poland Foundation, on a rep- NATO, the President of the European resentative sample of 1,214 respondents Commission (table 1). from 6 Three Seas countries, only Despite the variance of interest in 20–39% of respondents (depending on the aforementioned subjects probably the country studied) showed any inter- not diverging from a society’s interest est in political or economic topics – in architecture for instance, it is signifi- they read, listened or watched political cant that so few show interest in subjects or economic news and could correctly which impact a society’s shape, quality match the surnames of the people car- and living standards, and that stem from rying out the following functions: the political-economic decisions and pro- the Secretary-General of the United jects carried out in the Three Seas region.

38 39 Vilnius street, Lithuania

23% Hungary Republic Bulgaria Slovenia Estonia Poland TABLE 1 Czech

* this group will hence- % of population aged 18+ who declare that they read, forth be described in listen or watch to political or economic news at least the report as the “sam- once a week and who can correctly match surnames 23% 14% 17% 18% 19% 22% ple of people interested to the function they carry out (the Secretary-General in politics and economy” of the United Nations, the Secretary General of NATO, the President of the European Commission*)

46%

TABLE 2 of the Sample rep Sample resentative Initiative Hungary Republic Bulgaria Slovenia Estonia Poland Czech Czech Please mark all the initiatives and inter- Seas Three Three national organizations which you know, or have heard of -

+\-: statistically significant differences Three Seas Initiative 25% 42%+ 18% 13%- 19% 11%- 46%+ at a confidence level N = 605 99 100 102 104 101 99 of 95%

As shown by the studies carried out by The Three Seas infrastructure pro- the State of Poland Foundation, assisted jects will be of great future benefit awareness of the Three Seas Initiative to society and venture investments. project oscillates between 11% and 42%. Motorways, pipelines and high-speed Photo: Danuta Nierada Only in Bulgaria did more than 1 in 5 re- railway lines will significantly raise spondents state that they know, or have the standard of living and make it easi- heard about the 3SI (table 2). er to do business in the region.

40 41 The Merry Cemetery in Maramureş, Romania

and gain traction, the groundwork needs W HAT NEEDS TO BE DONE TO BETTER ESTABLISH THE THREE SEAS INITI- to be laid for broader communication ATIVE IN PEOPLE’S CONSCIOUSNESS? efforts aimed at businessmen and regu- lar people living in the region. Current- The Three Seas Initiative needs to be ly, only 16% of people living in the Three firmly established in the consciousness Seas region are aware of the fact that of the region’s residents. At the moment their country belongs to the Three Seas the Initiative is a geopolitical project, for Initiative (table 3). which state governments are responsible Amidst the range of answers defining for, and therefore communication strate- the Three Seas Initiative, the most com- gies about the Initiative have been tailor monly chosen one was “An initiative made for government representatives as aimed at rebuilding the biological di- the message’s intended recipients. How- versity of the waters of the Baltic, Black ever, in order for the project to accelerate and Adriatic Seas” (table 4).

36%

TABLE 3 Three Seas Seas Three the of tive Sample representa Czech Republic Czech Initiative Hungary Bulgaria Slovenia Estonia Poland Select all the initiatives and interna- tional organisations that you know of, or have heard of Photo: Danuta Nierada -

+\-: statistically Three Seas Initiative 16% 29%+ 14% 4%- 9%- 5%- 36%+ significant differences at a confidence level N = 605 99 100 102 104 101 99 of 95%

42 43 TABLE 4 TABLE 5

Sample representa- Average Select all the answers from the list below Rank the Three Seas Initiative topics listed below, starting from those that interest you tive of the Three Seas that define the Three Seas Initiative the most (you want to find out more about this, you would like to read up about it, you Initiative would gladly watch a program on this topic, or take part in an event regarding this) to those you find the least interesting (of no interest to you, boring) An economic and political initiative 30%

A military alliance 9% Transport projects that will allow the Three Seas Initiative States to catch up with Western 3,18 Europe. New highways and high-speed railways integrating the region The name of a student exchange program 4% 38%

An initiative linking 12 countries that are all members of the EU 25% Cheap and secure energy. New energy infrastructure projects linking the Three Seas Initia- 4,23 tive and ridding it of dependency on any single supplier An initiative aimed at rebuilding the biological diversity of the waters of the Bal- 38% tic, Black and Adriatic Seas The most interesting tourist destinations in the Three Seas region 4,39 An initiative to coordinate the construction of trans-regional infrastructure 16% Discover the architectural gems of the Three Seas Initiative, Prague, Budapest, Dubrovnik, Do not know 32% 4,48 Riga, Krakow etc. N = 605 Similarities and differences between Three Seas Initiative cuisines. Best Three Seas dishes 4,58 and drinks

Building awareness Intangible cultural heritage in Three Seas Initiative states. Hungarian horseback riding-skills on the Pannonian plain, traditional river rafting using wooden rafts on the Dunajec river in 4,7 Poland/Slovakia, Nestinarstvo – ancient fire dancing in Bulgaria etc. WARENESS SHOULD BE BUILT ON nature and distant implementation plans A The greatest artists, painters, authors, musicians etc that the Three Seas Initiative have A CLEAR CONCEPT, USING A MIX serve as a difficult basis for captivating 5,22 gifted the world OF RATIONAL AND EMOTIONAL ARGU- communication. All of us behind the Iron Curtain – A comparison of the everyday problems associated with MENTS BASED ON TRUE INSIGHTS, When respondents of the survey were 5,24 living under communism in the Eastern Bloc WHILE ALSO SOLVING REAL PROBLEMS. asked to rank the Three Seas Initiative Sample representative of the Three Seas Initiative, N = 605 The Three Seas Initiative is backed by topics according to those that would 5,24 plenty of rational arguments. However, interest them the most, that they could even rational arguments must be com- imagine themselves actively researching municated by pointing to the benefits or would gladly listen listen and read they will bring to people, and not just on about, most respondents chose top- Fragment of Autumn dry facts alone. The transregional infra- ics related to building social, historial by Alphonse Mucha Photo: Danuta Nierada structure projects in the Three Seas Ini- or cultural identity. Topics related to tiative will bring many benefits, but for transport or energy security generated the time being their technical, hermetic the least interest and attention (table 5).

44 45 National Theatre in Prague, Czech Republic 02.

The Three Seas concept

he Three Seas concept needs to difficult to absorb for a wider audience T be clearly defined. Phenomena due to its hermetic nature, as well as exist in people’s consciousness only the distant prospect of realization. when they are defined, integrated in The Three Seas Initiative has enor- their essence and, if possible, visualized. mous potential but people’s awareness To put it more simply: If about it must be consist- we want a phenomenon If we want ently built upon. to appear, we must name a phenomenon to The Three Seas needs it. If we want it to enter appear, we must name a story which awakens permanently into con- it. If we want it to enter positive emotions and sciousness, we must turn permanently into gives the project the es- it into a vision. consciousness, we must sence that makes the in- Although the Three turn it into a vision. tended audience identify Seas Initiative stands on with its idea. The general a strictly business-oriented premise, public and decision-makers alike need the implementation of business projects to identify with the Initiative in order is not enough to fill the concept with to support and commit to the project. a necessary, deeper meaning. Building Without that, there will be limited possi- motorways and gas pipelines connecting bilities to obtain the funding and intan- the region is a specific technical topic, gible resources that the project needs.

46 47 03.

Why is it so important to promote the Three Seas Initiative?

he Three Seas Initiative is more cultural self-identification is accom- T than just a declarative, spiritual panied by a desire for one's compatri- union of twelve countries. ots to also identify with that unique The Three Seas Initiative consists cultural and civilizational sphere. It of 112 million people living in a re- is only through close cooperation that gion with a total area of more than the Three Seas societies will be able to 1 million square kilometers. Here lies take full advantage of the opportuni- the potential that can be used to show ties that lie ahead of us, our countries the people of the region that they and our economies. don't have to be the “East of the West”, The combined capabilities of all nor “the West of the East”, but can be the countries in the region give it the vibrant heart of Europe. the capacity to achieve much more Today, 2/3 of Three Seas residents than through the acts of individu- believe that they belong to a cultural al states. Joint lobbying efforts by community located between the West the 12 countries will allow for nation- and the East (Charts 1 and 2). This al and regional interests to be taken

48 49 The Thracian Tomb of Kazanlak, Bulgaria

Sample representative Sample of people interested CHART 1, 2 of the Three Seas Initiative in politics and economy

68% 64% 14% 14% Do you think that your country is culturally more: Its own cultural sphere 18% between 22% East and West

Western 63% 8% 60% 12% With what identity would Eastern you like your countrymen to identify with?

25% 32%

into account, but are only possible if the European Union. However, they the importance of being an integral still lack the conviction that they pro- part of a larger whole is fully under- vide the Union with significant contri- stood. According to studies, near- butions, while also being insufficiently ly 40% of companies surveyed state aware about just how much they have * A survey performed that they themselves, or their busi- to offer the world. Raising the level of by the Warsaw Enterprise Institute ness partners, have encountered pro- awareness about it will make it possible among companies tectionist practices in the European for them to regain the identity and dig- from Poland, the Czech Republic Union.* nity of which they were deprived of dur- and Slovakia The people of the Three Seas Initiative ing communism and the centuries-long on the issue of were given a chance to be part of a larg- treatment of their homelands as a cross- protectionism within the EU er whole through their membership in roads or battlefield of foreign powers.

50 51 The Estonian Song Festival in Tallinn

A high level of awareness regarding and 10 means very important) were the initiative and broad support of gained by: improving the transport the population for the project are im- infrastructure (roads, rail) between portant to gain the support of the po- member states, improving the ecology litical elite. As already mentioned, of the region, including air quality, ac- without it it will be difficult to ob- celerating economic and technological tain the resources nec- growth of the Initiative’s essary for the success of member states (table 6). the Initiative. Increased The total capitaliza- The Three Seas Initi- cooperation in the re- tion of the region’s ative is a key project for gion, especially through stock exchanges increasing energy securi- increased investments amounted to EUR 347 ty, improvement of road into cross-border infra- billion in 2018, and and rail infrastructure, structure, will be one the value of trans- increasing trade volumes, of the main factors in port, energy and digitization and closer accelerating economic digital projects im- business relations. These growth, helping Central plemented by them are important and ration- Eastern Europe to catch between 2014–2020 al goals. However, the fol- – EUR 80 billion.* * According to up with Western Europe. lowing question remains: a report by Inhabitants of Three how to best stimulate in- the Polish Economic Institute Seas states rate the potential for coop- terest for the Initiative among the gen- eration within the Initiative for most eral public? of the ongoing or planned projects very When asked about the North- positively (table 6). South Gas Corridor, the 3 Seas Dig- The largest amount of “promoters” ital Highway, Smart Connectivity, (people, who rated cooperation within the Visegrad High-Speed Railway the Three Seas a 9 or 10 on a scale of 1–10, Line, the Digital Platform on Moni- where 1 means completely unimportant toring Hydrographic Bases in the 3SI

52 53 region or the Via Carpatia Highway Interestingly, all the mentioned initi- Network, every third Three Seas res- atives are considered equally important ident considers them absolutely cru- and are particularly highly valued by cial for the region. the Baby Boomer generation (Table 7).

TABLE 6 TABLE 7 Sample representative for Sample of people interest- Sample representative for Sample of people interest- the Three Seas Initiative ed in politics and economy the Three Seas Initiative ed in politics and economy the on 1-6 swering (an % Critics scale) the on 7-8 (answering % Indifferent scale) the on 9-10 (answering % Promoters the on 1-6 swering (an % Critics scale) the on 7-8 (answering % Indifferent scale) the on 9-10 (answering % Promoters scale) the on 1-6 ing (answer % Critics the on 7-8 (answering % Indifferent the on 9-10 (answering % Promoters scale) the on 1-6 ing (answer % Critics the on 7-8 (answering % Indifferent the on 9-10 (answering % Promoters scale) scale) scale) scale) scale) scale) On a scale of 1 to 10, (in which 1 signifies Which infrastructure projects do you “of very little importance”, while 10 means think will have the most positive effect on “crucial project for the region”) how the region? Rate them on a scale of 1 to 10

important do you think cooperation within - - (in which 1 signifies “where little positive the Three Seas Initiative will be for: effect” and 10 means “crucial project for

the region”) - -

Improving the transport infrastructure 35% 33% 32% 12% 25% 63% (roads, rail) between member states The North-South Gas Corridor 34% 32% 34% 26% 32% 42%

Improving the ecology of the region, includ- 31% 35% 34% 20% 27% 53% ing air quality The 3 Seas Digital Highway 37% 33% 30% 26% 37% 37% Accelerating economic and technological 30% 31% 39% 12% 30% 58% growth of the group Smart Connectivity, (digitization of transport 38% 32% 30% 26% 34% 40% Promoting tourism to and the cuisines of and energy) Three Seas countries, within the region itself 29% 32% 39% 25% 32% 43% as well as beyond

Visegrad high-speed railway line 37% 35% 28% 27% 34% 39% Softening historical animosities that used to 23% 29% 48% 24% 32% 44% hinder cooperation within the region

Getting to know the history and culture of The Via Carpatia transport corridor 37% 35% 28% 26% 33% 41% the countries in the Three Seas and of the re- 24% 27% 49% 24% 39% 37% gion as a whole

Increasing the feeling of belonging and Digital Platform on monitoring hydrographic 39% 34% 27% 30% 35% 35% community amongst the inhabitants of Three 20% 27% 53% 31% 35% 34% bases in the 3SI region Seas countries

54 55 Old Town in Dubrovnik, Croatia 04.

Communication through Benefits

What's in it for me?

he most effective way to reach Communication through bene- T a wide audience is to build your fits is the most effective promotional communication on what means because it ignites Benefits are not just is beneficial, that is, spontaneous interest limited to practical, through the issues that and has a low-thresh- utilitarian, material people are most interest- old for information ab- things, but also, ed in. These are: personal sorption by recipients. and perhaps most welfare, and in a broader Emotional benefits are importantly, emotional context – the welfare of used to achieve success and uplifting benefits one's family, community by some of the world’s that inspire people to and country. best brands, known in join the cause. Benefits are not just the advertising world as limited to practical, utilitarian, material “Love Brands”. things, but also, and perhaps most im- Benefits resonate best in peo- portantly, emotional and uplifting ben- ple's minds when they are based on efits that inspire people to join the cause. real insights and well-defined issues

56 57 Estonia

that provide a strong foundation for differently, how does the Three Seas ben- a well-constructed message. efit the region’s citizens, how does it help How does the Three Seas Initiative help accelerate the region's development, how ordinary people in their everyday lives and does it help Central and Eastern Europe how does it enrich them? To put things catch up with Western Europe?

Emotional benefits

ne of the most important aspects of be “the East of the West” or “the West of O the project is to show the people the East”. Instead, we can take our right- the potential that their country and the re- ful role as the Heart of Europe and be gion as a whole have. Decades of com- masters of our own destiny. munism greatly decreased their sense of This is confirmed by the survey- re self-confidence and identity. The planned sults (Table 8), according to which nearly economies slowed down 40% of Three Seas resi- economic growth and We should draw more dents believe that the po- eroded trust in state insti- from our own past, litical power with which tutions. Rebuilding the experiences, failures, the Three Seas Initiative self-confidence of people successes and unique should have the closest re- living in the Three Seas identity. lationship is the Initiative and convincing them of the need to set itself and that it should focus on internal ambitious goals for their countries will be cooperation within the Initiative. crucial for the region's future. We must stop blindly imitating those An important aspect of the project we consider better than ourselves. is also to show the people of the region We should draw more from our own that we do not have to be at the periph- past, experiences, failures, successes and ery of major powers, we do not have to unique identity.

58 59 Up To Date Festival 2020, Poland Seas Initiative Initiative Seas Three the for ative Sample represent and economy politics in interested people of Sample TABLE 8

With which world power do you think the Three Seas should cooperate closest with? -

N = 605 N = 609

Treat all the world powers similarly and focus on cooperation within the Three 36% 32% Seas Initiative region

The European Union 31% 34%

Germany 11% 12%

Russia 10% 9%

USA 9% 10%

China 3% 1%

Japan 1% 1%

Turkey 1% 1%

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Rational benefits Photo: Krzysztof Karpiński Krzysztof Photo:

he Three Seas Initiative is a pro- better connected, more technological- T ject that will truly help people ly advanced, more sovereign and, most by making the region more developed, importantly, richer.

60 61 National pride and Three Seas identity

ational pride, Three Seas pride can can be inspired by the beginnings of N be partly derived from the history the European Union, which at its incep- of previous regional powers such as tion was a purely economic project. the Polish-Lithuanian Commonwealth, The Three Seas Initiative can thrive the Přemyslid dynasty, the Jagiellonian not as a rival to the EU, but rather by dynasty or the Bulgarian Empire of Sim- serving as its eastern reinforcement. eon the Great. Using the Three Seas The Three Seas Let us say: MY COUN- brand, combined re- Initiative can thrive TRY IS TOO SMALL TO sources and synergic not as a rival to HAVE MUCH INFLUENCE effects, we can promote the EU, but rather by ON THE EU, BUT THANKS the whole region and serving as its eastern TO THREE SEAS COOP- individual countries to reinforcement. ERATION WE CAN DEAL audiences far beyond WITH FORCES TOO BIG TO HANDLE FOR the Three Seas Initiative itself. ANY SINGLE COUNTRY IN THE REGION. This aspect of the communication We can draw inspiration and mod- strategy is particularly important to els from countries that have developed attract not only tourists but above and created a strong cultural identity all Foreign Direct Investment from and pride, especially countries such as North America, Western Europe and the USA, Great Britain or France. We East Asia.

62 63 05.

Three Seas — Let's get to know each other!

entral Eastern Europe and and to do so from our best sides. As C the Three Seas is a beautiful re- the survey shows (Chart 3), residents gion full of magical places, unique na- of Three Seas states are critical of ture, great cuisine, interesting cities, the countries they live in, though only robust culture and extraordinary 1% of respondents have unambiguous- monuments. There is ly negative opinions of great potential to build Appetite for their country, as many intra-regional curiosity, the Three Seas as 85% express mixed promote tourism and feelings. Often, answers youth exchange, and promote the re- indicating a sense of civic pride, plans gion internationally within these im- to spend their lives in their country portant fields. and statements confirming that their For that to happen, we need to country is “their place on earth” are ac- get to know each other even better, companied by answers that also signal

64 65 CHART 3 TABLE 9 Hungary Republic Bulgaria Slovenia Estonia Poland

Which of these statements best describes your relation to your home country? Czech According to you, which of the below problems concerns your country:

UNAMBIGUOUSLY Corruption 74%+ 41%- 63% 61% 68% 57% NEGATIVE OPINIONS High numbers of young people leaving the country 80%+ 65%+ 20%- 46%- 71%+ 54% Sometimes I feel ashamed that I am from… 1% UNAMBIGUOUSLY POSITIVE OPINIONS Lack of funds to conduct development research to I want to leave it 45% 59%+ 52% 31%- 45% 55% propel the economy forward 14% This is my place on earth Compared to Europe, a relatively low level of trans- 57%+ 40% 37% 50% 44% 47% I am proud to be from… port infrastructure (roads, trains) I plan to spend my life here 85% Low level of competitiveness of national firms on 53%+ 46% 33%- 40% 38% 37% the international arena It is just the country I live in I do not feel connected to it Comparatively to Europe, relatively low levels of transport infrastructure (roads, rail) leading from 39% 41% 36% 38% 35% 41% MIXED your country to neighbouring countries in Central FEELINGS and Eastern Europe

Lack of knowledge in the West about my country’s 47%+ 45%+ 38% 15%- 32% 43% history and culture

High levels of smog, pollution and environmental 47%+ 17%- 30% 12%- 32% 64%+ contamination

Low level of awareness about tourism opportunities 37%+ 28% 24% 21% 18%- 29% in your country from an international audience

Relatively low level of digitisation 25% 8%- 38%+ 10%- 15% 21% a sense of shame, lack of attachment The first step to remedy the situa- and willingness to leave the country. tion is to identify the topics and areas None of the above 1%- 1%- 6% 11%+ 4% 6% Sample representative for the Three Seas Initiative, The following table (Table 9) shows that will present the region in the most 99 100 102 104 101 99 N = +\-: statistical- which problems residents of the region, beneficial way and trigger the so-called ly significant and its specific states, perceive as affect- “Appetite for the Three Seas”. differences at a confidence ing their country. level of 95%

66 67 Thermal baths in Budapest, Hungary 06.

The Three Seas — a fascinating history

s it is widely known, everyone their own free will. This is only possible A likes to talk and listen about… when everyone sees their own benefit in themselves. This is not only the best way the context of expanding the Three Seas to interest the interlocutor, but also project, i.e., when they can tell their own a way to ensure that peo- story by participating in ple join a project and ex- Good storytelling, building an interesting pand its scope. None of fascinating stories and attractive concept. the individual countries told with zest, The historical expe- can carry the Three Seas arousing interest and riences, shared values, communication plan desire for more will and similar mindsets alone. Just as the very bring the expected that unite the Three Seas idea of the Three Seas is result. states provide the invalu- based on voluntary par- able foundation on which ticipation, the communication plan a joint and unifying narrative can be should attract partners to link up out of built. (Table 10).

68 69 Island Castle in Lithuania

The success of a communication We will not bore you – things will campaign is based not only on what we be interesting! say, but also how we say it. Good sto- Will it be possible to “tell the story” rytelling, fascinating stories told with of our countries in this way? zest, arousing interest and desire for more will bring the expected result.

TABLE 10 Sample representative representative Sample Three Seas Seas Three the for Czech Republic Czech Initiative, N = Initiative, Hungary Bulgaria Slovenia Estonia Select all the statements that according Poland to you link the countries belonging to the Three Seas Initiative, aside from belonging to the initiative itself

Historical experiences behind the Iron Cur- 47% 43% 60%+ 56% 37%- 44% 45% tain (except for Austria)

All the countries (except for Austria) are relatively less developed economically com- 44% 51% 38% 46% 38% 49% 43% pared to Western Europe

Similar values, similar way of thinking 37% 33% 47%+ 29% 41% 39% 34%

N = 605 99 100 102 104 101 99 +\-: statistically sig- nificant differences at a confidence level of 95%

70 71 07.

How to speak so to be heard

he Three Seas communication the initiative to be promoted through T strategy needs to operate on two popular culture in multiple ways. levels: on the one hand, it should inform Numerous studies and consultations at the political, expert, institutional, and allowed the State of Poland Founda- academic levels; on the other hand, it tion to determine the range of topics should be based on a more popular and that are of most interest to Three Seas easily digestible approach to informing residents. and shape public opinion. We identified 5 main topics: Communication within the Ini- TOURISM tiative is complex. Both because of CUISINE the vastness of the project itself, which CULTURE includes infrastructure, energy, and HISTORY digitization initiatives, and the size of EDUCATION the region itself, which encompasses These topics were chosen because they many languages, cultures, and histories. are broad and attractive to the audience. This “vastness" is both a difficul- The strategy built around them will al- ty and an opportunity, as it allows low us to reach the maximum number of

72 73 The Prague Astronomical Clock in the Czech Republic

people in the region and beyond, as well as that will reproduce our message, creating engaging a large group of regular people organic reach.

Tourism

he Three Seas countries are not A broader, more global promotion T inferior to other European coun- campaign of the region will also be ad- tries in terms of beauty and attractive- vantageous from both an economic and ness. However, for the most part they regional identity-building perspective. remain not as well known as their Tourist communication does not western counterparts. It is time to necessarily have to be solely focused change that and start promoting on actual travels, in a broader sense the most interesting it can be used to gath- places our region has to Travel is the only thing er aesthetic photos and offer. We should show you pay for that makes interesting content re- the beauty of our coun- you richer. sources that can be used tries, landscapes, forests, lakes, seas, to create a more attractive perception mountains and cities. The process to of a given country. build bridges between Three Seas Bran Castle, Romania countries can be accelerated by en- couraging locals to discover benefits of intra-regional tourism. It is said that: Travel is the only thing you pay for that makes you richer. It gives you a better understanding not only of the place you travelled to and the people living there, but also puts your own country and nation into perspective.

74 75 values, such as openness, hospitality, We must not underestimate the im- thriftiness and tradition. portance of the fact that practically The relatively similar culinary culture every country in our region specializes of our region allows us to in various kinds of alco- The cuisines of Central boldly try new things and holic beverages. Polish and Eastern Europe does not intimidate like vodka, Czech beer, Hun- are carriers of many Lake Bled, many exotic cuisines can. garian Tokaji wines are shared values, such as Slovenia The cuisine of Central true national and region- openness, hospitality, and Eastern Europe is still al treasures. thriftiness and largely undiscovered by Telling our history tradition. Castle Square the world, yet it is a carrier through culi- in Warsaw, Poland of many common values – such as open- nary and feast culture has ness, hospitality, thrift, and tradition. the power to bring We gather around the table not only people together and to eat. For us, it is a family and social unite them through Cuisine event. The people of the Three Seas are common interests hospitable and welcoming. and shared values. ippocrates said – “You are what thinking, as hard times have taught peo- H you eat". The fact that food is an ple the ability to organize food on their integral part of a nation’s culture gives own and to make optimal use of what is this saying a double meaning. The abili- available in our local area. We use what ty to cook and feast is a common char- nature has to offer and know how to acteristic of us Europeans. After the conjure up delicious dishes under al- communist times of poverty, we are able most any conditions. to appreciate a good meal and drink, We can talk about food – it is a topic and pleasant company. We have retained that never ends, is always current, and the ability to cook, as well as good surprisingly, arouses a lot of emotion. housekeeping. The region's cuisine often The cuisines of Central and Eastern remains close to an ecological way of Europe are carriers of many shared

76 77 Culture

ulture is the totality of history, past and our present by creating a sense C tradition, and civilizational de- of rootedness, relevance, and most of all, velopment of a country or region. Cen- identity. Practically every country can tral and Eastern Europe boast of outstanding per- still remains unknown, sonalities who have made not only to the global We are used to learning a mark in the history of public, but even to the about Western science, art, sports and people who constitute its European history, while civilization. However, components. We are used knowing little about very often, as a result of to learning about West- our neighbors. communist rewriting of ern European history, history and the breaking while knowing little about our neigh- up of cultural continuity, these great bors. The Three Seas Initiative will make figures have been forgotten to such an it possible to build bridges between our extent that they are difficult to find.

History

istory is a topic that unites us all – propaganda. There is a saying that his- H and the Three Seas tory is written by the vic- There is a saying that have deep past and pres- tors. Regaining inde- history is written by ent ties with each other. pendence is undoubtedly the victors. Regaining Most of the pages of our a victory, so it is time to independence is un- common history are un- tell our story. In addition, doubtedly a victory, so it known to the public or modern marketing great- is time to tell our story. have been erased from ly appreciates the power the collective memory by communist of skillful storytelling.

78 79 Education

ducation is key in shaping the the Erasmus program in forging an E minds of future generations, es- EU identity is an example to follow pecially at a high school and one to be inspired The integration of and university level. It is by. The ideal way to the region, the building essential for a well func- promote the region of future elites tioning and prospering would be university ex- and the creation of society. The integration changes, which would a regional identity all of the region, the build- allow young people to rests on education. ing of future elites and experience the Three the creation of a regional identity all Seas under optimal conditions, name- rests on education. The success of ly on the spot.

80 81 08.

Message dissemination strategy

reating attractive content is only promotion, but the most desirable way C half a victory. Only skilful dis- is to “infect" the audience by the snow- tribution will make it a complete suc- balling effect of organic reach. cess. There are many forms of paid

Pathways to popularize the Three Seas concept » Cultural diplomacy on a Three Seas of what has been done and what still level – based on historical events, needs to be achieved. which unite the countries of Central » Organising film festivals highlight- and Eastern Europe, shared archi- Photo: Tomasz Szprycha ing films from the region, combin- tecture, development of infrastruc- ing them with food and drink from ture (for example railways built in respective Three Seas countries the 19th century), showing the story

82 83 » creating TV and film productions, » Mapping and using the power of both to promote tourism, history, the Three Seas diaspora – for pro- issues connecting the region’s coun- motional use, for PR, but also for 09. tries, and product placement (all lobbying categories) » Branding the “economic miracle" » Organising national, regional and in- taking place in the Three Seas re- ternational debates, discussions and gion since 1989 (3 Seas Tigers?) Distribution panels on the Three Seas and various » Creating network of experts and aspects within the Initiative ambassadors promoting the Three channels » Promoting various historical fig- Seas Initiative ures, especially those that played » Creating an atlas of mutual posi- an important role in multiple coun- tive stereotypes Social media and the internet tries across the region » Organizing online competitions » and rankings; for example, on- n internet page serving as a plat- and entertainment events taking place Highlighting examples of past co- A operation between nations within line national voting to nominate form for Three Seas in the Three Seas region the region the best wine a country has to of- news will play the crucial The news portal will on a continuously updat- » Cooperating with and between student fer, or its tastiest national dish. role in all communication enable the inhabitants ed event map. associations in the region, in order to The content can be promoted and efforts. The page will be of the Three Seas The new hub for Three integrate the youth and future leaders pushed using social media a place where we can get to region to share their Seas news will provide from the region amongst themselves » Promoting intra-regional tourism know each other on an in- experiences and content mainly in English through cultural values and land- tra-regional level. The page present their different and will be run by jour- scapes. Showcasing historical mon- will be run by representa- points of view. nalists, influencers and tives from various Three experts from individual Distilled uments, the beauty of nature, in- geography: cluding various animals and breeds Seas countries, with the emphasis placed countries. It will set a new standard of Europe’s “alcohol belts” characteristic for the region that can on topics associated with tourism, cuisine, quality in terms of promoting content be pushed as symbols of given coun- culture, events and economy. from the Three Seas, which until now tries (e.g. European bison in Poland The platform will also be used to ag- has often been hermetically sealed in or the Croatian Black Slavonian pig) gregate and promote current cultural the native languages of the region.

84 85 The platform will allow people from content, but also maintain and work on this part of Europe to share their experi- expanding a network of NGOs, think ences and express their unique points of tanks, influencers, businessmen and view. It will be a place for information politicians who are active in Three Seas on the Three Seas Initiative, the Three Initiative-related affairs. Seas Initiative Investment Fund and The website will also be helpful in or- various regional projects bringing peo- ganizing cyclical Three Seas fairs taking ple closer to each other through im- place in successive countries of the region. proved infrastructure and economic The fairs will be dedicated mainly to eco- initiatives. The Three Seas page will also nomic affairs, bringing together financial serve as a meeting place for businesses, organizations, small and medium-sized both large and small. enterprises with exhibition spaces where Ultimately, the portal should have conferences and debates are to be held editorial offices in all Three Seas -mem on important issues such as the establish- ber states, with the offices constituting ment of common legislation, networks of the nucleus of national Three Seas clubs cooperation, and tools for overcoming ob- that will coordinate the distribution of stacles to cooperative action.

Social media accounts » Three Seas accounts in all languag- » Platforms: Facebook, Twitter, Ins- es of the region, as well as an Eng- tagram, LinkedIn and YouTube lish language account.

Traditional media » Articles in mainstream press » Film » Television presence

86 87 Three Seas Ambassadors

epresentatives from five groups, all this regard, a Three Seas news site and R of whom are influential in their associated social media accounts can country, should be sought out and be presented as a good source of in- convinced to participate in promoting spiration for future articles and news. websites and social media accounts that fo- cus on spreading information about POLITICIANS – An analysis should be the Three Seas Initiative carried out to pinpoint the most Three Seas-friendly politicians in each member EXPERTS – A group of experts in vari- state, at regional, national and EU levels. ous fields: art, history, tourism, sociolo- The politicians can then be introduced gy, ethnology, tourism, cuisine, politics, to the intellectual and strategic resourc- energy security, international relations es of the State of Poland Foundation, and economics should be assembled. as well as our offer of assistance to net- Integrate them with each other in a en- work with other politicians who support vironment centered on the Three Seas the Initiative. Initiative. As Markus Prior writes in his book “Hooked: How Politics Captures Peo- JOURNALISTS – Identity a group of ple's Interest”, “Some people cast their journalists writing on geopolitics, vote only occasionally, with little in- economy, and narrow topics such as formation guiding their final decision. transportation, energy markets and Others may not even vote, but they Photo: @tanczaca_z_aparatem digitization. Pursue a relationship gather and share information that with them based on keeping them in- influences those who do. Some peo- formed on Three Seas news pertain- ple study politics exhaustively, just to ing to their fields of specialisation. In make the best decision. Others spend

88 89 Vienna, Austria

a lot of time and effort on building co- the most accurate and truthful news alitions and organizing joint actions. from their country. Together, through their political de- cisions and actions, they determine STUDENT ORGANIZATIONS AND how a country handles challenges and NGOs – Students and those involved in moves forward.” Thus, it is crucial for NGOs should be convinced that the Three the Three Seas Initiative and its pro- Seas Initiative is aligned with their views jects, which are long-term by design, and goals. Since the 2018 Bucharest Sum- for broad segments of the population mit, the Initiative has increasingly focused to be systematically involved in build- on issues such as ecology and research and ing the Initiative. development (R&D). Smog and air pollu- tion are a major concern in many Three COMMENTATORS AND INFLUENC- Seas countries. The strategy of aligning ERS – This category can be most use- with the narrative pushed by NGOs con- ful in reaching a large audience. Peo- cerned with environmental issues and ple who already have a large reach and climate change can be used to promote many followers online can be engaged the Three Seas project within groups that to record and publish content related have either not heard about the initiative to the Three Seas Initiative. Our goal or have so far been reluctant to embrace should be to encourage them to purvey the concept.

90 91 10. Conclusions

ltimately, in order to generate sup- cables are not the most thrilling topics U port among the public for this and they hardly fire up people’s emo- multi-billion Euro, international, in- tions. Instead of talking about the pro- tra-regional, and multi-sector initiative, jects themselves, we need to demonstrate communication efforts spreading knowl- the rational benefits that will be appre- edge about the project must clearly in- ciated and enjoyed when the projects are form people of what good will come of it. finished and in place. Every aspect of communication The Soft Power approach based on lev- should end with an answer to the ques- eraging topics that may seem unrelated to tions, “How will the Three Seas Initiative the larger economy, such as tourism, cui- and its success affect the lives of ordinary sine, history, culture and education, is un- citizens?” “In what ways will it enrich derutilised in the Three Seas. Our region them?” Consequently, it will be possible has much to offer the world. This “soft” to generate support for the initiative as type of communication is also useful as it a whole even though its broader goals, is an excellent tool for promoting our val- while important, are still relatively un- ues on the world stage. This type of “soft known to the general public. communication” makes it possible for us to It is important not to lose sight of send a message to the world that is much what the Three Seas Initiative ultimately stronger than just the formal concept he main conclusion regarding the communication of the Three is – a multi-sector project to improve in- which is the Three Seas Initiative. The key T Seas Initiative the general public is that all actions should be tak- frastructure between 12 countries in Cen- to effective regional communication is for en with the fundamental question regular people have in mind: “what tral and Eastern Europe. This must also all states to work together to broadcast will I get out of this?”. be reflected in the communication with a joint message and build the foundation the respondents – even though highways, for a powerful, collective market brand. pipelines or fiber-optic communication

92 93 DEVELOPMENT OF STRATEGY AND REPORT: Danuta Nierada Creative Director at the State of Poland Foundation Kamil Kiersnowski Social Media Specialist at the State of Poland Foundation Marta Zarosa Media Buying Expert at the State of Poland Foundation Adam Starzynski Foreign Affairs and Relations Strategist at the State of Poland Foundation Stefan Tompson Foreign Affairs and Relations Strategist at the State of Poland Foundation

SURVEY: Interviews and analysis of data; KMF Analytics Karolina Rygalska

CONSULTATION AND COLLABORATION WITH EXPERTS:

Economics: Paweł Nierada, First Vice President of Bank Gospodarstwa Krajowego (BGK) Piotr Arak, Director of the Polish Economic Institute (PIE) History and culture: Dr. Agata Tatarenko, Head of the Visegrad Department at the Institute

94 95 Dr. Łukasz Lewkowicz, Analyst at the Central Europe Institute, Assistant Professor at Maria Curie-Skłodowska University, Expert on International Affairs Michał Dworski, Plenipotentiary of the Lublin Voivode for International Dialogue, Coordinator of the Regional Center for International Debate in Lublin Przemysław Adamski, Journalist of TVP INFO, presenter “Info V4+” program Dr. Krzysztof Jabłonka, Professor of history, former Polish Consul in Kharkiv, Ukraine and Grodno, Belarus Tourism and culinary diplomacy: Szymon Gatlik, tourist, culinary and wine guide, member of Slow Food International, former Chief Specialist for Tourism Marketing at Krakow City Hall Waldemar Kugler, Entrepreneur, expert on Hungarian tourism Artur Brandysiewicz, Deputy Director of the Strategy and Marketing Department, at Polish Tourist Organization Renata Carenzo, Stylist of culinary magazines and books, Creator of advertisement campaigns