Russia wonders what it can do to improve the image of Brand Russia

The heavy gates of the Kremlin’s Spasskaya Tower were swung open more than 50 times to film a 30-second promotional clip for the Sochi Olympics.

Although Kremlin security was aghast at the endeavor, the effort was deemed essential to improving Russia’s image in the world, said Denis Yershov, regional projects director at Media Arts, which was responsible for the Olympic city’s marketing campaign.