New tourism destination

brand for Romania

Prepared by:

&
Examples of successful brands

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 1
Why do
countries use
brands?

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 Having a strong brand…

At higher prices

Helps selling Greater market share
Puts you in top of mind

Greater loyalty
Improves reputation
Stakeholders motivated

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 2
The mandate
to THR and
TNS?

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The mandate is to develop:

1. The brand and its positioning

2. The brand strategy
3. The communication strategy
4. The brand visual and claim
5. The brand communication manual

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 3
Are THR-TNS
qualified?

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 A worldwide leader in tourism destination consulting services

100% tourism specialized team

25 years of tourism market knowledge
60+ countries counted on our consulting services
>900 tourism projects successfully accomplished worldwide

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Some brands created and worked on…

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World's largest Market Research & Opinion Polling specialists

Present in 107 countries

135.000 employees worldwide
50.000.000 telephone interviews last year

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 4
Which was the
process?

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 The methodology of the process

B r a n d te a m & b r a n d c o u n c il

M a rk e t
re s e a rc h
TNS B r a n d S tr a te g y d e fin itio n

D e v e lo p m e n
D e v e lo p m e n
t o f b ra n d B r a n d v is u a l a n d c la im +
t o f th e
P O S IT IO N IN m a r k e t te s t
BRAND
G
B r a n d c o m m u n ic a tio n
Id e n tific a tio n o f m anual
c o m p e titiv e
a d v a n ta g e s

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 4
What did we
learn from
research?

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 Research

• In 8 source markets (Austria, France, Germany, Italy, Hungary, Russia, UK, USA)
• In Romania

•10.881 phone interviews

•91 in depth interviews

•2 Focus Groups

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 The Market Potential is close to 40 Mn people

T O T A L O U T B O U N D T R A V E L L IN G P O P U L A T IO N 1 70 M n

N ot interes ted
P O T E N T IA L D E M A N D 83 M n
in R o m a n í a
49%

M a ybe
P R I M A R Y D E M A4N0 DM n
S e c o n d a ry d e m a n d
23%

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 6 products provide good options for growth

Touring holidays

Wildlife and nature parks

Countryside and rural tourism

Wellness & health holidays

City Breaks

Active & adventure

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The primary demand’s needs and motivations fit very well
with Romania’s offer
Main destination choice factors

_ +
Less important to Romania’s Core
Potential group
More important to Romania’s
Core Potential group

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 Nature (Carpathians, Delta, landscapes) is THE major attraction of
Romania for those who have been to Romania
Attractive of Romanian main tourism assets
- In %-

N a ture

Base: Those who have been to Romania before (1.707)

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 5
Which is the
brand and its
positioning?

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 Romania Brand

ATTRIBUTES KEY VALUES PERSONALITY

 Authenticity  Discovery  Kind
 Unspoiled nature  Spirituality  Innocent
 Green  Pure
 Unique culture
 Safety

Brand Brand
Visual

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 Romania’s brand positioning

To the discerning travellers looking for unique/ new

1. Target
destinations with wild nature and authentic culture…

2. Frame of …Romania offers explorer itineraries and places to stay to

reference live rewarding travel experiences…

…… based in our authenticity, unspoiled nature and

3. Points of
difference
landscapes (the Carpathians, the Danube Delta, etc.) and a unique
cultural heritage (painted monasteries, etc.)…

…all this supported by our unique mix of Latin and

4. Reasons Byzantine cultural heritage, a high share of protected
to believe spaces and the preserved traditions of Europe’s most rural
society

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 6
What strategy
should the
brand follow?

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 Brand development strategic framework
G oal

INCREASE BRAND POWER

O b je c tiv e s

1. Increase strength 2. Improve user

and stature experience
S4.
S1.
Develop unique Romanian
Start-on strategy
experiences
S tr a te g ie s

S5.
S2.
Provide a satisfactory
Media innovation strategy
stay in Romania

S3.
S6.
Create a brand
Activate local
communication platform
stakeholders
for stakeholders

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 Some recommended tactics

Go for new
Content library
media

Use of specialized Five top guides

media on board
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 Some recommended tactics

Develop 10 top national

/ regional experiences
Develop top 5
itineraries
Develop experiential
web site 3.0

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 Some recommended tactics

Implement a system of
labels

“We care” program

Annual Tourism
Congress

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 7
What about
baseline &
visual?

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 Brand visual and baseline

3 main concepts

Nature Unique culture Explore

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 The process

62 visuals 105 claims

Technical filtering

Considered

7 7

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The process

7 7
visuals claims

Market test
Brand council
Brand team

Fine tuning and

development of alternatives

2nd Market test

Final versions

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