Case study

Romania 9 mai 2012 Batumi, Georgia

Old Romanian visual & baseline

Complete project overview

Image and

potential analysis

Comprehensive

competitor analysis

Positioning strategy &

statement

Concept &

design of brand

visual and

baseline

Brand strategy &

brand

communication

1. Selecting a target

2. Fulfilling the frame of

reference

3. Stressing differentiators

4. Giving reasons to believe

Romania is for those who have a

strong desire to

explore off-the-beaten track destinations with wild nature and authentic culture moving around and living rewarding experiences

The core differentiators

1. Unspoiled nature & landscapes in Romania

What it is Romania

Well-protected nature & national parks Isolated beautiful landscapes Zones with rare flora and/or fauna Healthy ecosystems Not overdeveloped tourism

infrastructures

etc. Where it can be found in Romania

The Carpathians mountains Hill ranges of the interior Danube delta etc.

The core differentiators

2. Authenticity in Romanian tourism

What it is in Romania

Ancient traditions still alive Simple and good rural life Organic local food Typical local architecture Local events shared with population etc.

Where it can be found in Romania

In each rural region of Romania E.g. in Transsylvania, Maramures, Bucovina In the villages or mid-sized towns Mostly in small hotels, B&Bs, and restaurants In locally led enterprises (mostly SMEs) etc.

The core differentiators

3. Unique cultural heritage in Romania

What it is in Romania

UNESCO World Heritage sites Latin-byzanthine historical heritage Castles, monasteries and churches Germanic heritage places Well-preserved old city centers etc.

Where it can be found in Romania

Old towns like Sibiu Painted monasteries Dacian fortresses Wooden churches etc.

Romanias one-phrase brand positioning statement

To the travellers looking for unique

destinations with wild nature and

authentic culture

Romania offers explorer itineraries and places to stay to live rewarding travel

experiences

of true authenticity, in unspoiled nature and landscapes like the Carpathians or the

Delta, and a unique cultural heritage like,

for example, the painted monasteries

based on a unique mix of latin and byzanthine cultures, a high share of

protected spaces and the preserved

traditions of one of Europes most rural societies.

(the target)

(the frame of

reference)

(the points of

difference)

(the reasons

to believe)

Top 6 products for building the brand

Romania .

Active & Adventure

Exploration& choice

Wildlife & Natural Parks

Unique diversity &

variety

City Breaks

Living contrasts

Wellness & Health

Feeling the nature

Countryside & Rural

Authenticity of place &

people

Touring

Contrasting Views &

Experiences

Romanias brand visual & baseline

The brand what to be recalled seeing Romanias new visual

BRAND

ROMANIA

ATTRIBUTES KEY VALUES PERSONALITY

Unspoiled nature

Authenticity

Unique culture

Safety

Exploration

Spirituality

Good simple life

Kind

Pure

Green

Innocent

Brand Communication Strategy

Communication events B2B on target markets

Awareness campaign on international TV

Channel CNN, Euronews, Eurosport

Awareness campaign on internal TV Channels

Study visits for media representatives, travel agents and

stakeholders

Create a data base with professional photos, films and

spots to be used for the promotion activities

Participating in tourism fairs & exhibitions

Brand ambassadors

Lucian Bute world champion IBF

Mihai Marinescu - Formula 2

champion

Brochures

Strategic marketing activities on the key markets

(outdoor advertising in specialized tourism

magazines, on TV channels)

Internet strategy to develop a new tourism website

and a campaign of promoting the tourism brand using

the powerful tools of E-marketing.

Thank you!