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New tourism destination brand for Romania

Prepared by:

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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

Brand Brandteam team&&brand brandcouncil council Market research TNS

Development of the BRAND

Brand Strategy definition Development of brand POSITIONING

Brand visual and claim + market test Brand communication manual

Identification of competitive advantages &

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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

TOTAL OUTBOUND TRAVELLING POPULATION

POTENTIAL DEMAND

83 Mn

170 Mn

Not interested in Romanía

49%

PRIMARY DEMAND 40 Mn

Maybe Secondary demand

23%

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6 products provide good options for growth

Touring Touring holidays holidays Wildlife Wildlife and and nature nature parks parks Countryside Countryside and and rural rural tourism tourism Wellness Wellness & & health health holidays holidays City City Breaks Breaks Active Active & & adventure adventure

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

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Less important to Romania’s Core Potential group

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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 %-

Nature

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

Authenticity Unspoiled nature Unique culture Safety

Brand Visual

 Discovery  Spirituality  Green

PERSONALITY

 Kind  Innocent  Pure

Brand

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Romania’s brand positioning

1. Target

To the discerning travellers looking for unique/ new destinations with wild nature and authentic culture…

2. Frame of reference

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

3. Points of difference

…… based in our authenticity, unspoiled nature and landscapes (the Carpathians, the Danube Delta, etc.) and a unique cultural heritage (painted monasteries, etc.) …

4. Reasons to believe

…all this supported by our unique mix of Latin and Byzantine cultural heritage , a high share of protected 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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Strategies

Objectives

Goal

Brand development strategic framework

INCREASE BRAND POWER 1. Increase strength and stature

2. Improve user experience

S1. S1. Start-on Start-onstrategy strategy

S4. S4. Develop Developunique uniqueRomanian Romanian experiences experiences

S2. S2. Media Mediainnovation innovationstrategy strategy

S5. S5. Provide Provideaasatisfactory satisfactory stay stayin inRomania Romania

S3. S3. Create Createaabrand brand communication communicationplatform platform for forstakeholders stakeholders

S6. S6. Activate Activatelocal local stakeholders stakeholders

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Some recommended tactics

Go for new media

Content library

Use of specialized media

Five top guides 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 Nature

Unique Unique culture culture

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Explore Explore

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The process

62 visuals

105 claims

Technical filtering

Considered

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7

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The process

7 visuals

7 claims Market test Brand council Brand team

Fine tuning and development of alternatives 2nd Market test

Final Final versions versions &

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New tourism destination brand for Romania