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!