Hrach Keshishyan. Trade Routes & Nation Branding: How Transport Accessibility Shapes Armenia’s Export Marketing
Date: March 15, 2025 Time: 12:00 GMT+4 Format: Online Masterclass
Armenia’s story as a crossroads of civilizations is more relevant than ever in a world defined by connectivity and trade. This masterclass invites you to trace the journey from Armenia’s place on the ancient Silk Road to its new ambitions as a transit hub linking North and South, East and West. The session brings together the historical perspective and the modern reality of new corridors and infrastructure projects, including the Armenia–Iran–India route, the North–South Road Corridor, and the “Crossroads of Peace” initiative. Each represents not just a logistical achievement, but a new narrative for nation branding—presenting Armenia as an open, forward-thinking, and reliable partner.
We’ll discuss how these new routes and strategic projects influence the country’s export potential and international reputation. The conversation will touch on marketing strategies that go hand-in-hand with logistics, highlighting opportunities for Armenian exporters in agriculture, technology, and other sectors. Alongside these opportunities, we’ll address the diplomatic context, the complexities of regional cooperation, and the challenges of border management.
Agenda
The masterclass opens with a look at the legacy of Armenia’s position on historic trade routes and what it has meant for the nation’s commercial and cultural identity. We then turn to current developments, unpacking the specifics of new transit corridors and exploring their strategic impact. You’ll gain insights into how transport accessibility can be woven into effective export marketing campaigns, turning infrastructure into a story that resonates with global partners and investors. The session also features a practical segment where participants will map out potential export routes and brainstorm nation branding ideas rooted in Armenia’s new infrastructure landscape. Throughout, there will be space for questions and open discussion, ensuring the session is interactive and directly relevant to participants’ interests.
About the Speaker
Hrach Keshishyan serves as a Diplomatic Attaché in the Protocol Service of Armenia’s Ministry of Foreign Affairs and is currently a master’s student in International Relations at Russian-Armenian University. Hrach’s work places him at the intersection of logistics, diplomacy, and export policy. He has been directly involved in official discussions and presentations of the “Crossroads of Peace” initiative, giving him first-hand knowledge of Armenia’s latest efforts to build bridges—both literally and figuratively—across the region. With his combined diplomatic and academic perspective, Hrach is uniquely positioned to guide participants through the opportunities and challenges facing Armenia on the global stage.
This masterclass is designed for professionals and students in export, government, diplomacy, consulting, and anyone interested in the power of logistics and branding at a national level. Join us online to learn how Armenia’s transport networks can drive not only trade, but reputation and international opportunity.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
