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    Romania: Case Study

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    Ioan Bondar
    This document provides an overview of a branding project for Romania's tourism industry. It includes a comprehensive analysis of Romania's positioning in the tourism market, focusing on three core differentiators: unspoiled nature and landscapes, authentic cultural experiences, and unique cultural heritage. A brand positioning statement is developed around the concepts of exploration and authentic experiences in nature and culture. Six key tourism products are identified to build the brand. A visual identity and baseline are created for the new "Brand Romania." Finally, a brand communication strategy is outlined using events, media campaigns, brochures, and digital marketing.

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    © All Rights Reserved
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    Romania: Case Study

    Uploaded by

    Ioan Bondar
    67 views20 pages
    This document provides an overview of a branding project for Romania's tourism industry. It includes a comprehensive analysis of Romania's positioning in the tourism market, focusing on three core differentiators: unspoiled nature and landscapes, authentic cultural experiences, and unique cultural heritage. A brand positioning statement is developed around the concepts of exploration and authentic experiences in nature and culture. Six key tourism products are identified to build the brand. A visual identity and baseline are created for the new "Brand Romania." Finally, a brand communication strategy is outlined using events, media campaigns, brochures, and digital marketing.

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    Romania studiu de caz

    Original Title

    Romania studiu de caz

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    This document provides an overview of a branding project for Romania's tourism industry. It includes a comprehensive analysis of Romania's positioning in the tourism market, focusing on three core differentiators: unspoiled nature and landscapes, authentic cultural experiences, and unique cultural heritage. A brand positioning statement is developed around the concepts of exploration and authentic experiences in nature and culture. Six key tourism products are identified to build the brand. A visual identity and baseline are created for the new "Brand Romania." Finally, a brand communication strategy is outlined using events, media campaigns, brochures, and digital marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    67 views20 pages

    Romania: Case Study

    Uploaded by

    Ioan Bondar
    This document provides an overview of a branding project for Romania's tourism industry. It includes a comprehensive analysis of Romania's positioning in the tourism market, focusing on three core differentiators: unspoiled nature and landscapes, authentic cultural experiences, and unique cultural heritage. A brand positioning statement is developed around the concepts of exploration and authentic experiences in nature and culture. Six key tourism products are identified to build the brand. A visual identity and baseline are created for the new "Brand Romania." Finally, a brand communication strategy is outlined using events, media campaigns, brochures, and digital marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 20

    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

    1. Selecting a target

    2. Fulfilling the frame of


    reference
    3. Stressing differentiators

    4. Giving reasons to believe

    Concept &
    design of brand
    visual and
    baseline

    Brand strategy &


    brand
    communication

    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

    (the target)

    Romania offers explorer itineraries and


    places to stay to live rewarding travel
    experiences

    (the frame of
    reference)

    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 points of
    difference)

    (the reasons
    to believe)

    Top 6 products for building the brand


    Active &
    Adventure
    Exploration&
    choice

    Touring
    Contrasting
    Views &
    Experiences

    Wildlife &
    Natural
    Parks
    Unique
    diversity &
    variety

    Romania
    Countrysi
    de &
    Rural

    City
    Breaks

    Authenticity
    of place &
    people

    Living
    contrasts

    Wellness
    & Health
    Feeling the
    nature

    Romanias brand visual & baseline

    The brand what to be recalled seeing Romanias new visual

    BRAND
    ROMANIA

    ATTRIBUTES
    Unspoiled nature
    Authenticity
    Unique culture
    Safety

    KEY VALUES
    Exploration
    Spirituality
    Good simple life

    PERSONALITY
    Kind
    Pure
    Green
    Innocent

    Brand Communication Strategy


    Communication events B2B on target markets

    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
    Awareness campaign on international TV
    Channel CNN, Euronews, Eurosport

    Awareness campaign on internal TV Channels

    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!

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