Magdalena Florek

Trade and Marketing Department

Poznan University of Economics, Poland

m.florek@ue.poznan.pl

ALLIES OR RIVALS? SHAPING IMAGES OF CO-HOST COUNTRIES VIA COMMON MEGA EVENT. THE CASE OF POLAND AND UKRAINE AND EURO 2012

ABSTRACT. This paper discusses the determinants of shaping images of host countries through one, shared mega event. In particularly, it presents possible relationships between the overlapping sets of images of event organizer, host countries, host cities and other country’s destinations and consequently, between their communication strategies. Identification of the these interdependencies, areas of competition and possible synergies is vital for destinations in order to capitalize on the common mega event – together and separately. The possible benefits and limitations of exploitation of mega event for both countries image purposes are shown through a case study of Poland and Ukraine hosting UEFA EURO 2012.

Received: July, 2009

1st Revision: October, 2009

Accepted: November, 2009

JEL Classification: L83, P2

Keywords: destination image, country branding, EURO 2012, Poland, Ukraine.