Never one to shy away from accusations of sexism, the classic “beauty contest” is a reliable technique in the Russian marketer’s toolkit. Even search giants such as Mail.ru have jumped on the idea with their Miss Mail.ru competitions.
In an effort to bring some sexy back to Russian nuclear power, the industry launched a competition to find their most attractive female professionals. Start thinking less Chernobyl and more swimsuits.
Overall I’d say the campaign had been a success. The competition has been highlighted on Russian TV and in the newspapers. Pictures of the winner Ekaterina Bulgakova and the two runner-up entries from Olga Golitsyna and Alena Kirsanova.