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A strategy for launching, promoting and scaling an international platform of culture, knowledge, cities, events and creative initiatives.
We promote not the site, but the assembly center of the international movement
Мир_без_границ_продвижение_портала.pptx
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Portal of culture, knowledge, cities, events and creative initiatives
Version 1.0 • 22 August 2026
1. Summary
The promotion of the portal “World without borders” should not be built as an advertising campaign of an ordinary website, but as a launch of an international social and cultural movement with a digital platform in the center.
The main logic of promotion: first create status, then trust, then community and after that - a steady flow of applications, events, partners and projects.
2. The main goal of promotion
The purpose of the portal promotion is to make the “World without borders” a recognizable international platform of culture, knowledge, cities, events and public diplomacy.
The portal should be perceived not as an information page, but as a digital center of a meta-project, a platform for partners, experts, cities, organizations, authors of initiatives and media.
- entry point into international cooperation;
- showcase of cultural, scientific and urban initiatives;
- a single calendar of events and public programs;
- register of projects, experts, cities and partners;
- The media platform of the new humanitarian movement.
3. Positioning
External communication requires three levels of positioning: short, extended, and emotional.
| Level | Formulation |
|---|---|
| Short | “World without borders” is an international portal of culture, knowledge, cities, events and creative initiatives. |
| Advanced | A digital platform and meta-project that brings together cities, organizations, experts, cultural and scientific initiatives, educational programs and events. |
| Emotionally | The boundaries divide the territories. Culture connects people. |
4. Target Audiences
Promotion should go not to one audience, but to several circles. Each circle needs its own landing pages, letters, arguments and inclusion forms.
Cities and municipalities
- New positioning of the city
- promotion of urban events
- International Relations
- status "City of Knowledge", "City of Events", "City of Culture"
Cultural organizations
- Placement of initiatives
- participation in the registry
- Event promotion
- Partnership programs and international visibility
Universities and research centres
- a platform for programs
- Conference and Research
- Academic Outline
- Access to youth and experts
Project authors
- Project Showcase
- search for partners
- Logging in
- participation in events and media support
Young people
- Internship
- Volunteering
- Clubs
- Competitions
- International communication and personal development trajectory
Experts
- public profile
- Participation in Councils
- Publications
- expert sessions and mentoring
Business and patrons
- Status participation
- Social Mission
- cultural reputation
- Participation in urban and international programs
Media
- News
- Heroes
- Events
- expert comments
- themes on culture and international cooperation
5. Communication lines
Culture without Borders
Shows how culture connects peoples, cities and generations.
- Articles
- Interview
- the History of Cultural Projects
- Days of Culture
Cities Without Borders
It shows cities as centers of knowledge, events and international dialogue.
- City of the Week
- Map of cities
- Interviews with city representatives
- Special Projects on Initiatives
Knowledge without Borders
It shows the educational and scientific potential of the project.
- Lectures
- Courses
- expert articles
- Academic Programs
Events Without Borders
Shows the forum, festival and event life of the portal.
- calendar of events
- Announcements
- Reportage
- Broadcasts
- archive of materials
People Without Borders
Shows specific people: creators, experts, volunteers, mentors, authors of projects.
- Interview
- short videos
- personal stories
- Category "Face of the project"
6. Promotion channels
6.1. Official portal
The official portal is the central point of all communication. External advertising should lead not only to the main page, but to specific landing pages: for cities, partners, authors of projects, youth, experts and cultural organizations.
- News
- Events
- projects
- Applications
- Partners
- Media Center
- documents
- Registers
- calendar
- Forms of participation
6.2. Social networks
Social networks should work like a daily pulse of the portal. The main channels are Telegram, VK, YouTube, Rutube, Zen, international visual and expert platforms where it is permissible and appropriate.
- News of the Day
- Draft of the week
- City of the Week
- Event of the week
- Expert opinion
- human history
- Manifesto Quote
- short video
- Invitation to participate
6.3. Media and PR
A press package and a media base must be formed. The press service should regularly give information: the launch of the portal, new cities, new projects, partnerships, expert sessions, the calendar of events and the first results.
- Launch Press Release
- Project description
- Biographies of Key Persons
- visual materials
- Logo
- Presentation
- FAQ
- Contacts of the press service
6.4. Affiliate Newsletters
For each audience, you need a separate letter with its own logic of benefit and its own application form.
- City
- Universities
- Museums
- Theatres
- Film Organization
- Funds
- Public organizations
- experts
- Media
- business partners
6.5. Event promotion
The portal should be promoted through its own events: presentations, round tables, online forums, press conferences, expert sessions, cultural evenings and strategic sessions of cities.
7. The Ambassadors Programme
Ambassadors are needed for the network growth of the project and its access to cities, professional communities, youth circles, universities and cultural organizations.
- Ambassadors of cities
- Ambassadors of Culture
- Ambassadors of Science
- Ambassadors of Youth
- Ambassadors for International Cooperation
- Ambassadors of events
- Ambassadors for Film and Media
Each ambassador receives a page on the portal, status, digital sign, the right to present the project in his direction and the opportunity to publish initiatives.
8. Content strategy
| Periodicity | Content |
|---|---|
| Daily | short news; project quote; announcement of the event; project card; publication in social networks |
| Weekly | city of the week; project of the week; expert interview; review of events; selection of opportunities |
| Monthly | electronic magazine; analytical review; large video; affiliate mailing; open online meeting |
| Quarterly | forum; portal development report; registry update; presentation of new cities and partners; public strategic session |
9. Promotional funnel
Recognising
A person sees a video, publication, news, interview, post or invitation.
Interest
A person goes to the portal and gets acquainted with the mission, directions, events, cities and projects.
Involvement
A person chooses an action: become a participant, add a project, offer a city, offer an event or become a partner.
Participation
A person receives a participant card, a project in the registry, an event in the calendar or an invitation to the community.
Ambassador of the project
The active participant begins to bring others and starts network growth.
10. Launch plan for 30 days
| Week | Key actions |
|---|---|
| Week 1. Training | approve positioning; prepare the main page; create pages for audiences; prepare a press release; configure application forms; create social networks; prepare the first 20 publications |
| Week 2. Soft Start | invite the first partners; download the first projects; add events; hold a closed presentation; collect feedback |
| Week 3. Public launch | issue a press release; publish a manifesto; launch social networks; hold an online presentation; open the application process; send letters to cities, organizations and experts |
| Week 4. Fixing | publish the results of the launch; show the first participants; hold an expert session; launch the headings "City of the Week" and "Project of the Week"; form a plan for 90 days |
11. Scaling plan for 90 days
First month: status and launch
- portal is open
- There are first partners
- There are first projects
- Have an event calendar
- a Media Package
- There are application forms
- There are social networks
Second Month: Filling and Trust
- 30–50 projects in the register
- 10–20 events in calendar
- 10 cities in database
- 20 Expert Profiles
- 5–10 partners
- First interviews and videos
Third Month: Scaling
- The First Open Forum
- the Ambassadors Program
- Opening of the Academy
- Affiliate Newsletter
- International version of the portal
- The first electronic magazine
12. Advertising messages
General audience
Join the portal "World without borders" - a space of culture, knowledge, cities, events and creative initiatives.
Cities
Your city can become part of an international map of culture, knowledge and events.
Projects
Place your project in the register "World without borders" and find partners, experts and new opportunities.
Organizations
Become a partner of a platform that combines culture, science, education and social cooperation.
Young people
Join an international community of young leaders, volunteers, researchers and creators.
Experts
Join the expert club "World without borders" and participate in the design of new forms of cooperation.
13. Visual strategy
The image of the portal should be light, large-scale and international. The visual system must convey the sense that the world is connected through culture, trust and co-creation.
- Planet
- Bridges
- City
- People of different cultures
- light lines of connection
- World Map
- universities, theaters, museums
- the Forums and Festivals
- Symbols of Knowledge and Culture
- the Digital Network
14. Video for promotion
15-second teaser
- The world is divided by lines, borders and the noise of the news.
- People, cities, scenes, universities, museums and events appear.
- Border lines become light bridges.
- Cities are on the map.
- The portal "World without borders" is appearing.
- The final text: “Culture. Knowledge. Cities. Events. People. A world without borders.”
60-second roller
- Problem: The world is tired of separation
- Solution: A new platform of trust is needed
- Culture and knowledge connect people
- tool: portal "World without borders"
- invitation: become a member, partner, city or expert
15. KPI promotions
| Indicator | 30 days | 90 days | 1 years |
|---|---|---|---|
| Visitors | 1 000+ | 10 000+ | 100 000+ |
| Applications | 100+ | 500+ | 1 000+ members |
| Projects | 20+ | 50+ | 300+ |
| Events | 10+ | 30+ | 100+ |
| Cities | The first cities in the database | 10+ | 50+ |
| Partners | 5+ | 20+ | 100+ |
| Experts | The first core | 50+ | Expert Network |
| Institutional results | Presentation Event | Forum and Journal | annual forum, Academy, international version |
16. Critically important condition
The portal cannot be promoted as an empty shell. Before a wide launch, it should have the first 20–30 strong objects: projects, cities, events, partners and experts.
Every day something should happen on the portal: a new project, a new event, a new city, a new expert, a new article, a new interview, a new opportunity, a new application or a new partner.
17. Final formula
“A world without borders” should be promoted as a living system of international cooperation, and not as a separate site. Its power lies in the combination of the portal, registers, events, cities, media, partners and people.
The main goal of the promotion is not just to attract traffic, but to gather a real international community of people, cities, organizations and projects around the portal.
The document was prepared for the meta-project “World without borders”.
Source materials
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A WORLD WITHOUT BORDERSWorld_without_borders_promotion_portal.pptx · web text+
Portal promotion
A strategy for launching, promoting and scaling an international platform of culture, knowledge, cities, events and creative initiatives.
Culture
Knowledge
Cities
Events
People
Version 1.0 · August 2026
The main idea of promotion
We promote not the site, but the assembly center of the international movement
“World without borders” is a space where culture, knowledge, cities and events are combined into a system of cooperation.
Status
Trust
Community
Stream
The portal should look like an active center of power, not an empty showcase.
First partners, projects, events and experts create the basis of legitimacy.
Participants get a role, a page, a form of action and a reason to return.
Applications, events, publications, partnerships, city connections.
World without borders · portal promotion strategy
What the portal should do
From Information Site to Digital Work Platform
Map of cities
Register of projects
Calendar of events
PORTAL
Academy
Partner Network
Media Center
External promotion should lead not to one main page, but to specific entrances: for cities, partners, projects, youth, experts and the media.
World without borders · portal promotion strategy
Target Audiences
For each audience - your offer, page and application form
Cities
Culture
Universities
Project authors
positioning, events, international map
museums, theatres, festivals, creative unions
courses, research, conferences, youth
showcase, partners, experts, resources
Young people
Experts
Business
Media
volunteering, internships, clubs, competitions
profile, tips, publications, mentoring
status, social mission, partnership packages
news, heroes, themes, comments
World without borders · portal promotion strategy
Five communication lines
Categories through which the portal becomes alive and understandable
Culture without Borders
history, festivals, traditions, cultural diplomacy
Cities Without Borders
city of the week, city map, municipal initiatives
Knowledge without Borders
lectures, courses, research, expert articles
Events Without Borders
calendar, announcements, broadcasts, archive
People Without Borders
interviews, personal stories, ambassadors, mentors
World without borders · portal promotion strategy
Promotion channels
Portal in the center, around - media, partners, events and social networks
Portal
Social networks
PR and Media
landing pages, forms, registers, news
Telegram, VK, YouTube/Rutube, Zen, international channels
press releases, interviews, special topics, press kit
Newsletters
Events
Ambassadors
letters to cities, universities, museums, foundations, experts
presentations, forums, round tables, expert sessions
urban, cultural, youth, scientific representatives
World without borders · portal promotion strategy
Involvement funnel
The main KPI is not traffic, but the transition of a person into action
Recognising
Interest
Involvement
Participation
Ambassador
video, post, news, invitation
the Audience Page
application: project, city, partner, expert
card, event, publication, role
Participants bring new members
Each stage needs its own materials: a short message, landing page, form, automatic confirmation and the next step of participation.
World without borders · portal promotion strategy
Content strategy
The portal should show movement every day
Daily
Weekly
Monthly
Quarterly
• news • event announcement • project card • publication in social networks • manifesto quote
• City Week • Project Week • Interview • Review of Events • Selection of Opportunities
• electronic magazine • analytical review • video material • affiliate newsletter • open meeting
• forum • report • registry update • partners presentation • strategic session
Content should lead to action: subscribe, apply, offer an event, join an affiliate network.
World without borders · portal promotion strategy
PR and partner communications
You need different letters and different login pages
Launch Press Package
Packages of letters
Launch Press Release
Project and mission description
Biographies of Key Persons
logo and visual materials
presentation and FAQ
Contacts of the press service
Cities and Municipalities
Universities and Research Centers
museums, theaters, festivals
Foundations and Public Organizations
Experts and Media
Business and patrons
World without borders · portal promotion strategy
The Ambassadors Programme
Networking through people with roles, status and mission
Ambassadors of Cities
Ambassadors of Culture
Ambassadors of Science
Present a portal in the territory
Collecting cultural initiatives
conduct expert and educational programs
Ambassadors Youth
Ambassadors Events
Ambassadors Media
launch clubs, volunteering and internships
create a calendar and partner formats
produce stories, interviews, reports
Each ambassador receives a page, a digital sign, the right to publish initiatives and present the direction of the project.
World without borders · portal promotion strategy
First 30 days
Launch through status, content, publicity and consolidation
Week 1
Week 2
Week 3
Week 4
positioning, home page, forms, press release, first 20 publications
first partners, projects, events, closed presentation, feedback
public launch, manifesto, social networks, online presentation, mailings
launch results, first participants, expert session, rubrics, plan for 90 days
Critically important: before the public launch, download the first 20–30 strong objects - projects, cities, events, partners, experts.
World without borders · portal promotion strategy
Plan for 90 days
Three phases: → trust → scaling status
1 month
2 month
3 month
Status and launch
Filling and trust
Scaling
portal is open, applications are working, there are partners, projects, calendar and media package
30–50 projects, 10–20 events, 10 cities, 20 experts, first interviews
open forum, ambassadors, Academy, international version, first magazine
World without borders · portal promotion strategy
KPI Promotions
Indicators are needed not for the report, but for growth management
30 days
90 days
1 years
1 000+ Visitors 100+ Applications 20+ Projects 10+ Events 5+ Partners 1 Presentation Event
10 000+ Visitors 500+ Applications 50+ Projects 30+ Events 10+ Cities 20+ Partners
100 000+ Visitors 1 000+ Participants 300+ Projects 100+ Events 50+ the Annual Forum
The main qualitative is KPI: the portal is perceived as a living system, where new people, projects, events and partners constantly appear.
World without borders · portal promotion strategy
Upcoming Actions
What to do before an advertising campaign
Approve positioning and slogan
Collect the first 20–30 portal objects
Prepare login pages for audiences
Launch application forms and basic analytics
Collect a press package and partner letters
Conduct a launch presentation forum
An empty portal cannot be promoted - first it must be made similar to the already existing center of power.
World without borders · portal promotion strategy
A WORLD WITHOUT BORDERSWorld_without_borders_promotion_portal.pdf · web text+
Portal promotion
Launch, promotion and scaling strategy
an international platform of culture, knowledge, cities, events and creative initiatives.
Culture Knowledge Cities Events People
Version 1.0 · August 2026
The main idea of promotion
We promote not the site, but the assembly center of the international movement
“World without borders” is a space where culture, knowledge, cities and events are combined into a system of cooperation.
Status Trust Community Flow
1 2 3 4
The portal should look First partners, projects, participants get a role, applications, events,
As an active center of events and experts create a page, form of action and publication, force, and not as an empty basis of legitimacy. reason to return. partnerships, showcase. urban connections.
World without borders · portal promotion strategy
What the portal should do
From Information Site to Digital Work Platform
Map of cities
Project Register Calendar
Events
PORTAL
Academy Partner Network
Media Center
External promotion should lead not to one main page, but to specific entrances: for cities, partners,
projects, youth, experts and media.
World without borders · portal promotion strategy
Target Audiences
For each audience - your offer, page and application form
Cities Culture Universities Authors
1 2 3 4 projects positioning, museums, theaters, festivals, courses, research, showcase, partners, events, international creative unions conference, youth experts, resources map
Youth Experts Business Media
5 6 7 8 volunteering, internships, profile, advice, status, social mission, news, heroes, themes, clubs, publishing contests, partner packages comments mentoring
World without borders · portal promotion strategy
Five communication lines
Categories through which the portal becomes alive and understandable
Culture without Borders
history, festivals, traditions, cultural diplomacy
Cities Without Borders
city of the week, city map, municipal initiatives
Knowledge without Borders
lectures, courses, research, expert articles
Events Without Borders
calendar, announcements, broadcasts, archive
People Without Borders
interviews, personal stories, ambassadors, mentors
World without borders · portal promotion strategy
Promotion channels
Portal in the center, around - media, partners, events and social networks
Social media portal PR and media
landing pages, forms, Telegram, VK, YouTube/Rutube, Zen, press releases, interviews, special topics, registries, news international channels press kit
Sending Events Ambassadors
letters to cities, universities, museums, presentations, forums, round tables, city, cultural, youth, foundations, experts, scientific representatives
World without borders · portal promotion strategy
Involvement funnel
The main KPI is not traffic, but the transition of a person into action
Acknowledgment Interest Involvement Ambassador
video, post, news, transition to the application page: project, card, event, participant leads audience invitation city, partner, publication, role of new participants expert
Each stage needs its own materials: a short message, landing page, form,
automatic confirmation and the next step of participation.
World without borders · portal promotion strategy
Content strategy
The portal should show movement every day
Daily Weekly Monthly Quarterly
- • news • city week • e-journal • forum
- • announcement of the event • draft of the week • analytical review • report
- • project card • interview • video material • registry update
- • publication in social networks • review of events • affiliate mailing • presentation
- • Manifesto quote • feature set • open meeting partners
- • strategic session
Content should lead to action: subscribe, apply, offer an event, join an affiliate network.
World without borders · portal promotion strategy
PR and partner communications
You need different letters and different login pages
Press-package launch Packages of letters
press release launch cities and municipalities description of the project and mission to universities and research centers biography of key persons museums, theaters, festivals logo and visual materials to foundations and public organizations presentation and FAQ experts and media contacts of the press service of business and patrons
World without borders · portal promotion strategy
The Ambassadors Programme
Networking through people with roles, status and mission
Ambassadors Cities Ambassadors Culture Ambassadors Science
present a portal on the territory collect cultural initiatives conduct expert and educational programs
Ambassadors Youth Ambassadors Events Ambassadors Media
launch clubs, volunteering and create a calendar and partner produce stories, interviews, internships, reporting formats
Each ambassador receives a page, a digital sign, the right to
publish initiatives and present the project direction.
World without borders · portal promotion strategy
First 30 days
Launch through status, content, publicity and consolidation
Week 1 Week 2 Week 3 Week 4
1 2 3 4 positioning, first partners, public launch, launch results, first home page, forms, projects, events, manifesto, social networks, participants, expert press release, first 20 closed presentation, online presentation, session, rubrics, plan for publications newsletter feedback 90 days
Critically important: before public launch, download the first 20–30 strong objects - projects, cities,
events, partners, experts.
World without borders · portal promotion strategy
Plan for 90 days
Three phases: → trust → scaling status
1 month 2 month 3 month
Status and start Up and scale
trust portal open, applications 30–50 Projects, 10–20 open forum, work, have partners, events, 10 Cities, 20 Ambassadors, Academy, projects, calendar and experts, first interviews, international version, media package first magazine
World without borders · portal promotion strategy
KPI Promotions
Indicators are needed not for the report, but for growth management
30 days 90 days 1 year 1 000+ Visitors 10 000+ Visitors 100 000+ Visitors 100+ Applications 500+ Applications 1 000+ Participants 20+ Projects 50+ Projects 300+ Projects 10+ Events 30+ Events 100+ Events 5+ Partners 10+ Cities 50+ Cities 1 Presentation Event 20+ Partners Annual Forum
The main quality KPI: the portal is perceived as a living system, where new people constantly appear,
projects, events and partners.
World without borders · portal promotion strategy
Upcoming Actions
What to do before an advertising campaign
Approve positioning and slogan Collect the first 20–30 portal objects
Prepare login pages for Start application forms and basic
Audience Analytics
To collect a press package and partner letters To hold a launch forum presentation
An empty portal can not be promoted - first it must be done
It looks like an existing center of power.
World without borders · portal promotion strategy
