Kazakhstan adopts Borat phrase for tourism campaign

Kazakhstan's tourism board has adopted the Borat catchphrase "very nice" in its new advertising campaign.

The phrase is used by the film character Borat, a fictional journalist from Kazakhstan.

The first Borat film caused outrage in the country, and authorities threatened to sue creator Sacha Baron Cohen.

But the country's tourism board has now embraced Borat as a perfect marketing tool - particularly as a second Borat film has just been released.

It has released a number of short advertisements that highlight the country's scenery and culture. The people in the video then use Borat's catchphrase "very nice".

"Kazakhstan's nature is very nice. Its food is very nice. And its people, despite Borat's jokes to the contrary, are some of the nicest in the world," Kairat Sadvakassov, deputy chairman of Kazakh Tourism, said in a statement.

The tourism board were persuaded to use the catchphrase by American Dennis Keen and his friend Yermek Utemissov. They pitched the idea and produced the advertisements, according to the New York Times.

The response from social media users has been positive with many saying the advertisements capitalise on the film and send a positive message.