romania tourism brand - driving values & visual identity

WELCOME!

THIS MANUAL IS THE FIRST ANDFOREMOST DOCUMENT FOR THECREATION OF THE ROMANIATOURISM BRAND. IN THEFOLLOWING PAGES WE WILLESTABLISH THE FOUNDATIONS ONWHICH WE SHALL BUILD THEBRAND. IT COVERS THE BRANDPHILOSOPHY AS WELL AS USEFULTECHNICAL INFORMATION.

THIS MANUAL IS DIRECTED AT ALLSTAKEHOLDERS OF THE ROMANIATOURISM BRAND. IT PROVIDESSTRATEGIC GUIDELINES FORTHOSE RESPONSIBLE FOR THEIMPLEMENTATION OF THEBRAND, AND A SOURCE OF VISIONFOR THOSE WHO MARKET THEBRAND TO PROSPECTIVEVISITORS.

PART I THE BRAND

WELCOME

THE CARPATHIAN GARDEN

OUR BRAND MODEL

BRAND POSITIONING

BRAND PERSONALITY, ATTRIBUTES AND BENEFITS

TRAVEL EXPERIENCES IN ROMANIA

BRAND COMMUNICATION PLATFORM

BRAND STRATEGY

PART II THE VISUAL AND BASELINE

THE BRAND AND ITS VISUAL & BASELINE

PRESENTATION VISUAL AND BASELINE

VISUAL APPLICATION EXAMPLES

WELCOME TO OUR CARPATHIAN GARDEN!

We are proud to present this tourism brand manual for Romania. It represents a giant leap towards the creation of a strong and successful destination brand for our country. Once our country was strong in the tourism sector, now it is time to start reshaping our brand and to claim back our position. From the mighty Carpathian range to the ecological treasures of the Danube Delta, Romania is a touristic raw gemstone in Europe. Our country is brimful with natural and cultural marvels. Branding is a key to success for any destination and Romania will not lag behind. The creation of a destination brand for Romania will open the gates for foreign eyes and hearts, and shall become a historical breakthrough for the future of our tourism industry.

We are all well aware of the hard work that lies ahead, but also of the fruits we can bear in the future. So let us all walk together this path towards progress and growth. These very pages you are about to read are unveiling the first turns of the road that we shall walk hand in hand, step by step. We cordially invite you to start experiencing our brand on the following pages and welcome you to explore our fantastic Carpathian garden!

Ministry of Regional Development and Tourism

EXPLORE OUR CARPATHIAN GARDEN!Our country offers many diverse and fascinating aspects! Profound research in Romania and abroad shows one outstanding among the many: Our beautiful, in many areas even still wild and untouched nature. The Carpathians, for example, marked by beautiful peaks, secret caves and enchanted glaciers feeding the many bubbling rivers crossing our lands, are one of Europe’s last widely undiscovered and undestroyed mountain ranges. Large areas of our landscapes remain pure and virgin, also thanks to their declaration as protected areas.

Both travellers and locals enjoy these unspoiled lands, but there is so much more to it than just the outstanding nature in the Carpathians or the Danube Delta. It is the joys and values of the “good old rural life” so many people seek to live again nowadays, looking to escape from superficiality, time pressure and unnatural goods and habits. They are fascinated by a lifestyle based on a slow path of life, healthy food, clean air, rich tradition and spirituality that still is so alive in our lands. All over the country you can find this natural kindness and purity, it transpires from our landscapes and the population in our rural areas such as Bucovina, Maramures or Transylvania. Here our people keep great values in their hearts, reflected in the traditions they keep up for their children and the connection to nature. Visitors are impressed by the untamed, unspoiled charms of nature and rural life widely preserved from industrialization and massive tourism in Romania. We hold a kind of beauty that has almost disappeared from Europe.

Romania is a big country with plenty of those spots that visitors fall in love with such as the Carpathians, the Danube and its tremendous delta, the marvellous old cities like Sibiu, bustling and contrast-rich Bucharest, or our wealth of Latin and Byzantine heritage as for example in the unique painted monasteries. We must preserve these lands, our traditions and our unique cultural gems, for our own good, for our own identity but also for the joy in sharing our gems with travellers from Romania and abroad. We appreciate the jobs and wellbeing this creates for us Romanians.

Let us tell the world – with the help of our destination brand - what they can experience in Romania – and what not. Today´s open-minded and experienced travellers are looking above all for authenticity in both nature and culture, one of the greatest and rarest assets in today’s massive tourism business. We still have this authenticity, we offer no fake smiles, we offer genuine warmth and honest hospitality, sincerely inviting our guests to enjoy with us the unique beauty of our Carpathian garden.

OUR BRAND MODEL

Target groupTravellers looking for unique destinations with wild nature

and authentic culture.

Brand promiseDeep satisfaction and high

peer recognitions as explorerof an intact and off thebeaten track European

destination.

Frameof reference

Explorer itineraries and places to stay to live rewarding travel

experiences.

Key valuesExplorationSpiritualityGood simple life

PersonalityKindPureGreenInnocent

Keydifferentiatiors

Unspoiled nature, uniquecultural heritage, authentic

rural lifestyle.

Reasonsto believe

Unique latin-byzanthineheritage, high share of

protected nature, one ofEurope’s most rural

societies.

Positi

oning

Positi oning

Positi oning

Positi

oning

POSITIONING1 THE TARGET

POSITIONING2 FRAME OF REFERENCE

POSITIONING3 KEY DIFFERENTIATORS

POSITIONING4 REASONS TO BELIEVE

Targets are thosetravellers that are

open to be convincedto visit Romania. We

have to know whothey are and what

they are looking for,in order to be able to

entice and seducethem.

TO THE “DISCERNING TRAVELLERS” LOOKING FOR UNIQUE DESTINATIONS WITH WILD NATURE AND AUTHENTIC CULTURE…

We are happy to welcome all visitors. However there is a certain kind of traveller we want to focus on, because we think that some are more likely to enjoy the features our country offers than others. These people are known as the “discerning travellers”, those who seek a place which is like no other – they reject massive and artificial tourist destinations. They are independent and curious, often well educated, and frequent travellers with an extensive experience abroad. Being open-minded and cosmopolitan, their dream is to explore wild nature and immerse themselves in authentic local cultures. True experiences and deeply moving emotions are what they are after when travelling. They consider themselves travellers, not tourists. The YOUNGER DISCERNING traveller that is usually between 25 to 35 years old, loves to enjoy independent travel. These visitors are often the more adventurous type, always eager to push their horizons and embark upon voyages of discovery. Another traveller to focus on are the so-called “EMPTY NESTERS” that enjoy good health, plenty of time to travel, “finally” without children again, and a often high spending potential. Most from both groups will be CITY DWELLERS that have a longing for healthy natural landscapes and lifestyles. Additionally their interest in cultural life and historical sites is above average. Romania is a great place to satisfy the needs of the target. As these discerning travellers are opinion leaders and trendsetters, they will be the first to come to experience our country – then their off- and online recommendations will lead the way to always more visitors.





Targets are thosetravellers that are

open to be convincedto visit Romania. We

have to know whothey are and what

they are looking for,in order to be able to

entice and seducethem.

…ROMANIA OFFERS EXPLORER ITINERARIES AND PLACES TO STAY TO LIVE REWARDING TRAVEL EXPERIENCES…

Romania’s frame of reference is, simply put – the goal of the target group we are serving. What benefits will travellers obtain by visiting Romania? This will also allow us to know which destinations are offering similar benefits to them, and therefore are our competitors against whom we need to differentiate ourselves. We can provide unique travel experiences to our visitors while they explore our nature and culture, and stay in inspiring places. As no-strings-attached, exploring voyagers, our target favours touring a country, mountain holidays, wildlife & natural parks, countryside and active and adventure holidays, among others.

Romania is a great destination for them, offering off-the-beaten-track exploration, authentic local life and culture, and living deeply rewarding personal experiences. Romania is a place where the journey is the reward, not the ticking of a travel checklist. The type of travel experience offered by Romania allows our visitors to get in touch with locals, and enjoy small casual encounters, even if communication is limited to smiles and gestures. Romania offers its visitors to become a part of the travel experience themselves.




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Romania’s keydifferentiators are thefactors that make ourcountry unique. They

make us different fromother destinations, sothat our target prefers

Romania to otherdestinations offering

similar travel benefits.

Romania’s natural wealth is hard to find in Europe. We treasure one-of-a-kind geographic landmarks such as the Danube Delta and the mighty and in some areas still wild Carpathians. Additionally our country claims many and highly diverse protected ecological areas – untamed and wild flora & fauna, still hosting many elsewhere rare species. Romania is a call for nature lovers and adventurers seeking to reconnect to pure nature.

WHAT IT IS IN ROMANIA Well-protected nature & national parks Beautiful untouched landscapes Rare flora and/or fauna Healthy ecosystems Areas without tourism infrastructures Etc

WHERE IT CAN BE FOUND IN ROMANIA The Carpathian Mountains Hill ranges of the interior Danube Delta Etc.




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Romania’s key differentiators are the factors that make our country unique. They

make us different from other destinations, so that our target prefers

Romania to other destinations offering


From our fresh and organic food to typical local architecture, from the countless local festivals to often simple but charming and personal accommodation, many details are genuine, heartfelt and utterly Romanian. Especially on the countryside traditions are visible for the visitor and their values passed on from generation to generation. Our people differ in great warmth and in their sharp sense of humour that visitors will discover like a treasure, not always at first but definitely at second sight.

WHAT IT IS IN ROMANIA Ancient traditions still alive Simple and good rural life Organic local food Typical local architecture and dresses Local events shared with population Etc.

WHERE IT CAN BE FOUND IN ROMANIA In each rural region of Romania Transylvania, Maramures, Bucovina, Banat, Oltenia, Dobrogea.... In the villages or mid-sized towns Mostly in small hotels, B&B’s & restaurants In locally led enterprises (mostly SMEs) Etc.




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WHAT IT IS IN ROMANIA UNESCO World Heritage sites Latin-Byzanthine historical heritage Castles, monasteries and churches Germanic heritage places Well-preserved old town centres Etc.

WHERE IT CAN BE FOUND IN ROMANIA Old towns like Sibiu, Brasov and Sighisoara Painted monasteries of Bucovina Dacian fortresses of Hunedoara Wooden churches of Maramures Ceramics & Byzantine brâncoveanu architectural style of Horezu Etc.

Romania’s key differentiators are the factors that make our country unique. They

make us different from other destinations, so that our target prefers

Romania to other destinations offering


The culture of our people is an exceptional mix of Byzantine influences upon a two-millennia-old Latin foundation – a cultural blend that is unparalleled in the world. It can be seen, heard and enjoyed in almost every town, castle, monastery or historical site of our territory.

The reasons to believe are the

elements that make Romania’s key differentiators

believable.

BRAND

…BASED ON A UNIQUE MIX OF LATIN AND BYZANTINE CULTURES, A HIGH SHARE OF PROTECTED SPACES AND THE PRESERVED TRADITIONS OF ONE OF EUROPE’S MOST RURAL SOCIETIES.

Romania’s differentiators are not an article of faith – a quick glimpse at our country will make people understand why our pride of our landscapes and cultures is so justified.

13 National Parks and Natural Reserves, which cover more than 7% of Romania’s surface, are clear evident for our unspoiled nature. We are the country with the longest part of the mighty Danube. The longest river in the European Union flows majestic into its Delta on our coast and provides a home for many and elsewhere endangered species. Above and beyond all, the mystical Carpathians cast their shadow over our lands, being one of Europe’s last great high mountain ranges with still many virgin areas. Our forests house 40% of Europe’s brown bears, a third of its wolves and many other fascinating animals. Romania is a paradise for nature lovers.

Romania’s unique cultural heritage is reflected in the UNESCO World Heritage sites which span the entire terrain. They are highlights of a peerless culture, no other country possesses such a mix of Byzantine and Latin heritage. From Roman and Dacian influences in ancient times to Byzantine and Slavic touches in the Middle Ages – Romania is an exceptional blend of fascinating ingredients. Outstanding, colourful testimonies of our uniqueness are for example the artistically painted monasteries that can only be found in Romania.

Even in the 21st century authenticity still has a home in Romania. Being one of the most rural societies in the European Union, our country is one of the last safe havens for the traditional ways of life. We are a shelter for centuries-old legends, folklore, and organic food in its original sense. From unique local music, the panpipe is a Romanian invention, and dances to enjoying some ciorba or a glass of tuica, or maybe simply sauntering through the streets of 2007 European Capital of Culture Sibiu; authenticity is in the air everywhere.





BRANDPERSONALITY

The brand personality has been defined following vigorous research and reflects both the image of Romania abroad as the views of the proper Romanians, both travellers and tourism stakeholders.

Green and rural

Nature dresses in green in Romania. The climate, the height of the mountains and the type of agriculture are the bases of the predominance of the colour green. Romania is a country not only blessed with abundant beautiful and rich nature, it also is a nation living closely from and with nature. Large parts of the population live on the countryside, mainly making a living out of agricultural activities. Many goods, traditions and festivities are related to that. “Green” is more than a colour, it stand also for a sustainable and positive way of living, preserving the natural resources, producing and eating organic and healthy. Agriculture is yet far from the degree of industrialisation as in other nations, it still is in the “people’s hands”, which makes it much more accessible and attractive for travellers seeking to enjoy a “green” and healthy type of holidays.

Authentic, pure and innocent

Industrialization is not as far as in other EU countries yet. Tourism is not as developed as in other destinations yet. For the design of a unique travel destination that is great news! Nature in many areas of the country is still in its pure and original state. “Local” is more important than “global” many regions of Romania. While the world is becoming more and more similar with culture influenced by huge global companies, Romania has still preserved its local traditions, dresses, food and drinks, music, dances, and stories in the rural areas. In other countries long lost, these elements in Romania are not artificially kept up or restored to entertain tourists, in Romania they are still real. There is no need to set up local dance shows for tourists, there is almost always somewhere a local festival where it can be seen. There is no need to tell people to dress up traditionally for local events, they will do anyway. There is no need to train people to show “supermarket chain smiles”, when the smile comes it is an honest and deeply touching smile.

Kind and warm-hearted

And Romanians smile a lot... They have a great sense of humour. They will not smile at every foreigner immediately, but the open-minded traveller will be able to uncover and experience an incredible warmth and honesty being in touch with the locals that will surprise and delight him. Romanians love to talk, to make jokes, and there is a tremendous richness of fascinating stories to be shared. Hospitality is sincere. Service is not always 5-star, but it can happen to the traveller to be spontaneously invited as a guest to a local wedding, for example. And that will be a truly unforgettable experience. The type of experience the “discerning traveller” is looking for.





ATTRIBUTES & BENEFITS OF OUR BRAND

Positive surprises

Connected to nature

Peer recognition/self esteem

Feeling healthy and relaxed

Get connection to people

Feeling brave/adventurous

Discovery / Exploration

The simple good life

Viewing culture alive

Experiencing healthy nature

Escaping & slowing down

Security

Carpathian Mountains

Unspoiled nature & landscapes

Latin-Byzanthine history and culture

Delta & largest part of Danube

Traditions kept alive

UNESCO World Heritage sites

Authenticity / Originality

Mystery / Spirituality

Virginity / Purity

Genuine hospitality

Honesty

COREDIFFERENTIATORS1 Unspoiled nature2 True authenticity

3 Unique cultural heritage

Emotional b

enefitsIntangible attributes

Intangible

Tangible

Attributes: Who and what brand is

Benefits: What the brand can offer

Tangib

le attribute

sRational benefits

TRAVEL

EXPERIENCES

IN ROMANIA

TOURING ROMANIA

WELLNESS & HEALTH

COUNTRYSIDE HOLIDAYS

Hi there, guys & gals!The newly weds reporting from Romania! Today we’re in Maramures, and tomorrow we plan to spend the days in the woods of Arges valley. Now how’s that for a honeymoon? Everything is so different, like it’s a different country with every other valley really! Everything is so near, and you’re there in no time, nothing like the States, I swear! (and Romanian food is WAY healthier, trust me!) I just love to ride, ride, baby! You can crisscross the country and each corner is so different I could spend the year like that! A true highlight have been the famous painted monasteries, so beautiful Linda got tears in her eyes and I almost killed my camera’s battery shooting and shooting all the beautiful details. Take care & prepare for a long picture night after we get back, pals!

Linda & StanPS: Oh, someone tell the Big Boss we’ll take our time to get back to the office... we’re getting used to a much healthier pace of life here;-)

Dear Julia and Carlos,Thank you a lot for these wonderful present! Your mother and I are enjoying ourselves here at the Iorgovan Spa, exactly how we dreamed retirement should be! Yesterday we had a clay bath and this morning we had a massage that left me feeling like a soft mass of pudding! The Romanians use a lot of secret essences from nearby woods, and I can tell you they work! Mum sends you lots of kisses - and she says she misses you very much, and the next holiday we should all come back to Romania. So make no plans for summer, please!

Lots of kisses from

Mom & Dad

Dear Mom & Dad,I know, I know, I haven’t written for a long time. I just didn’t think about it. Everything around me feels so tranquil, so out of time that I nearly forgot about the rest of the world. Each village and valley and monastery and farm has it’s own flavour, so authentic. Like it had been there forever. I just love to arrive at a town in the evening, taste the local wine, talk to the locals and hear their stories. I’d never have dreamed of being so immersed in a world so traditional, so well preserved... Finally, I think I got the inspiration for my book, it will be a romantic novel, set in Romania... Can’t wait to start putting into print all the little marvels I’m seeing here.

I may come back next month. Or not.

Victor

ACTIVE & ADVENTURE

WILDLIFE & NATURE

CITY BREAKS

Hey there Stefan!Dude you don’t’ know what you’re missing! We’ve been mountain biking the Carpathians like there was no tomorrow, then trekking, canoeing – you name it, we’ve done it! Man everything’s so virgin, here, you know, alone with Mother Nature! Romania ROCKS, Stefan – so where the hell are you? Still trapped in that Frankfurt office I guess… well, you should come to Romania to get yourself some fresh air and adventure (and bring something against muscle ache…)!

Richie & the Wild Bunch (“Mastertrekker” Reiner, “Explorer” Armin & “Indiana” Georg)PS: BTW, are you free for Xmas? Up for some skiing in Bâlea, Făgăraş mountain? The crowded places in the Alps we usually go to start to bore me, pal…

To my old chap Bill,How are you doing! Right now we are aboard a boat, cruising the delta of the Danube. You know I have always been a passionate birdwatcher, and here I really feel in heaven. No, you do not have to worry for my health, it is a natural ark, this place. I can hardly wait for the Apuseni Mountains and their waterfalls… with some luck we’ll get to see a brown bear. Not from to close, I hope!

Next year you should come along to Romania, and bring your lovely Maggie. Time to scape from the city hustle from time to time, my friend.

Lots of kisses from

Randy & Morwenna

Dear Pierre,I hope you’re having such a great time as I’m having in Romania with the girls! Sibiu was so peaceful and quiet, and kind of mysterious, with all those palaces and shady streets, one of those places that make you dream of cloaked gentlemen and enigmatic damsels…ok, I can see you laughing at me right now. Well, not everything was ancient and oh so romantic – we’ve been enjoying the Bucharest nightlife, it’s so much younger and living that you’d have expected! I think the last time I have danced so much was… eh, can’t remember.

Wish you were here with me in Romania!

XOXO, Sylvie

BRAND COMMUNICATION PLATFORM

Brand communication platform for advertising

PICTURES / IMAGES SOUND

TVONLINE RADIO PRINTSPEECHES &

PRESENTATIONS

WORDING

PICTURES/IMAGESThe recommendation is removing passive, generic, obvious and postcard-style examples of photography, replacing them with people-centric ones which embrace the concept of active and dynamic photography. Good is, for example, photography using participatory camera angles, and the use of inspirational and evocative imagery.Artificial, digitally-mastered colouration should be abandoned in favour of the use of natural, authentic colours as they can be found in Romania.In terms of visitor imagery, those involving model-like individuals or otherwise unrealistic people should be replaced by depictions of “real people” that the visitor can identify with. Also “discerning travellers” discovering aspects of hidden Romania and having unique travel experiences should be shown.Lastly, pictures should showcase the selected tourism products.

MUSIC/SOUNDSMusic used should be in line with the main attributes and differentiators of the brand (authenticity, nature): avoid mainstream European music. It should be adapted so as to be used more easily as a stand-alone tune and convey different elements.The recommendation falls in line with the aforementioned drawbacks: make it more Romanian (not forgetting that the target audience must be attracted to it), probably making use of local and/ or traditional music instruments, with a 21st century approach.Even sounds of nature could be integrated into the music. Also the type of music should be adapted to the product/video/picture shown, e.g. “Active & Adventure” can have “wilder” music than “Wildlife & nature parks”, which should use somewhat quiet music.Our recommendation is to contract local music makers to create specific themes for the major spots, using typical instruments without being limited by traditions.

WORDINGThe verbal content is defined as the short phrases above (or close to) the longer text descriptors which shall appear in the campaigns to follow.The main products shall be conveyed via these short messages, as well as the most relevant attributes, benefits and differentiators with the greatest intensity: authenticity, nature and culture. Please find on the following page some recommended words.

4 DIFFERENT WAYS OF CAMPAIGN WORDING

As green as it gets Pssst... let me tell you a secret

At the crossroad of latin and byzanthine

heritage

Connect to nature- reconnect to

yourself

You consider yourself an explorer and haven’t been to

Romania?

Globaliwhat?Romanian

authenticity alive

Tourists go to the Mediterranean,

travellers to Romania

And you thoughtyou knewEurope ...

STRESS ATTRIBUTES STRESS BENEFITS

IDENTIFY TARGETS PROVOKE

WORDS WE LIKEExperience

sharingremember

storieshonestyconnect

responsibleimagination

gentlesustainable

safehealthysecurenatural

authenticoriginal

purespiritual

breathingheart

exploretradition

valuestimedeep

Europesimple

pleasuregreen

skyfresh

BRAND AND BRAND COMMUNICATION STRATEGY

The brand strategy is the key to success and far more important than for example the design of the visual or the baseline. The brand can only be successful if the execution of a sound strategy keeps adding value and power to the brand. This value must be communicated, but above all it must be delivered in Romania itself. Positive traveller experiences in line with the promises made by the brand stimulate today’s most powerful forms of marketing: word of mouth and viral marketing. The credibility and power of real travellers’ opinions is greater than ever and keeps gaining importance. So communication and delivery of the value must work in parallel, mutually strengthening each other.

Improve the user experience: The key element of the entire branding process. It means doing the right things well in Romanian tourism in order to turn the branding promise into reality and generate repetition of visits and personal recommendations. It is about designing unique Romanian experiences, as well as itineraries and “playgrounds” where they can be lived. Among other actions it also means implementing a rigorous system of quality labels, improved guidance during the travels, and a dedicated program serving, helping and pleasing tourists in Romania. This can only be reached by an organized strive for excellence in the industry, supported by guided industry communication platforms and exchange of best practices.

Reach more awareness and interest in the brand of Romania: The spending in brand communication should be highly efficient by following clear objectives and focusing on the core target markets and segments of Romania. The international launch of the brand should be followed by a special program using opinion leading global magazines leading to a “wave” of powerful follow-up media coverage, improving the awareness and the image of the Romanian tourist products. In general the communication should use innovative channels and tools on- and offline, especially as the Romanian tourist products attract discerning special interest travellers. A powerful communication infrastructure with well-structured databases, high quality film and picture banks will help both public and private communication activities.

Goal STRENGTHENING ROMANIA’S BRAND POWER

Objectives 1. IMPROVE USER EXPERIENCE

DEVELOP UNIQUE ROMANIAN EXPERIENCES START-ON STRATEGY

MEDIA INNOVATION

CREATE A BRAND COMMUNICATION PLATFORM FOR STAKEHOLDERS

RAISE VISITOR SATISFACTION

ACTIVATE LOCAL STAKEHOLDERS

COMMUNICATING VALUEDELIVERING VALUE

2. INCREASE STRENGTH AND STATURE

Strategies

THE BRAND AND ITS VISUAL & BASELINE

What a visual and baseline do for the brand Romania.

The visual and baseline are not the brand. The visual and baseline do not describe the brand. They are only an „anchor“ to remember a set of perceptions that form the brand. So when seeing the visual the main attributes, values and personality of the brand will be remembered. The visual does not have to tell or show these elements. They will be remembered from all communication activities that have used the brand, such as advertising and promotion in print media, television, online, etc.

THE BRAND ROMANIA

VISUAL AND BASELINE ROMANIA

Attributes Unspoiled nature Authenticity Unique culture Safety

Personality Kind Pure Green Innocent

Key values Exploration Spirituality Good simple life

sees remembersmarketing

1 2

How the brand Romania, its visual and baseline were created

The new brand was developed following a professional step-by-step approach as applied by other leading holiday destinations. Being yet in the development stages of a tourism destination, image research and heavy integration of the Romanian and international tourism sectors (a brand council was founded, being called in at all key stages of the project) were key factors in developing Romania´s new tourism brand. The development process was designed and carried out by THR International Tourism Consultants, one of the leading destination consulting firms worldwide, and TNS, the world´s largest market research company.

Image and potential analysis

Step 1 Step 2

Continuous integration of public and private Romanian tourism stakeholders

Step 3 Step 4 Step 5

Comprehensive competetor analysis

Positioning strategy & statement

Concept & design of brand visual and

baseline

Brand strategy & communication

Qualitative research: Nearly 100 in-depth interviews and 2 focus groups with key stakeholders in Romania and its key markets: tour operators, travel agents, journalists, academics, and other opinion leaders.

Desk research on Romania (reports, research papers, web sites, articles, master plan, etc.). Guided tour of team members through key destinations of Romania.

Definition of key products where Romania has a strong competitive potential. Analysis of key competitors in the selected product categories. Elaboration of competitive advantages.

Definition of the major target for tourism in Romania. Selection of the frame of reference, the superior goal of the target to be fulfilled. Identification of major differentiators of the destination Romania. Definition of reasons to believe the differentiators.

Development of brand visual and baseline based on image research, competitor analysis and new brand positioning. Brainstorm sessions with team members, private sector representatives (brand council), graphic designers and external experts. Repeated market in major source markets. Various optimization loops through team meetings and market tests.

Definition of guiding strategies to increase the brand experience. Definition of brand communication strategies in order to increase strength and stature of the brand. Creation of a brand manual to ensure the good understanding and application of the brand by all stakeholders.Quantitative consumer

research: 1.200 interviews in Romania; 10.800 in international source markets: Austria, Germany, UK/ Ireland, USA, Russia, Hungary, France, Italy.

POSITIVE NEGATIVE HALF TONE UP 50% SINGLE-COLOUR HALF TONE DOWN 50% SINGLE-COLOUR

THE BRAND

LOGOTYPE AND ISOTYPE SHOULD NEVER GO ISOLATED

The isotype alone would not be recognized and would thus lose its effect. Only very well established brands like Nike or Mercedes can use the symbol without the name, but also because the symbol is visible on its products crossing the consumers’ ways daily.

The logotype also should not go alone as it loses something of its sympathy and could confuse the consumer. Both logo- and isotype together have a dimension that allows application together under all circumstances.

THE BRANDLOGOTYPE AND ISOTYPE

ISOTYPE

LOGOTYPE

The two components of Romania’s touristic brand are the isotype and the logotype. The isotype is a conceptual construction or the description of an idea.The logotype is the phoneme that provides the brand with a meaning/name.

THE BRANDORIGINS

THE COLORS:A range of natural green colours, representing the natural richness of the forests, countryside and mountains. Curved lines to resemble the Carpathians and the shapes of natural landscapes.In the middle, the circumflex mark is a characteristic of Romanian grammar. Its arrowed form pointing upwards in warm colours creates contrast, notoriety and vitality.

THE LOGOTYPEA handwritten typography with a great and friendly personality, and a clean and original tracing. A visual tag, with simple, firm and optimistic shapes.

THE ISOTYPEA leave represents the basic principle of nature, it occasionally symbolizes the silhouette of mountains; the blue stem stands for the importance of water and the Danube river.

THE BASELINE:“The Carpathian garden” is promoting the strongest tourism asset of the country according to market research. The “explorer” theme, clearly indicates the targeted type of traveller and his/her favourite activity, which can be enjoyed greatly in the various destinations of Romania. Like in the case of the visual, the elements and total baseline have been selected following repeated market testing.

THE BRANDCOLORS

PANTONE2995 C

PANTONE1235 C

PANTONE376 C

PANTONE370 C

TO

TO

TO

PANTONE300 C

PANTONE166 C

PANTONE363 C

QUATRICROMIAC:70 M:0 Y:100 K:20

HEXADECIMAL#519719

MONOCHROME VERSION

THE BRANDBASELINE

HEIGHT

TypographyThe Sans 4 - Semi Light Italic

Romanian

French

German

Italian

Spanish

220mm 85mm

210mm

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297mm

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56mm

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THE BRANDSTATIONARY

56% Reproduction

Face

Face Back

Face Face

Back

220mm 85mm

210mm

20mm

297mm

10mm

15mm

56mm

30mm 18mm

56mm

50mm

15mm

22mm

5mm

8mm

8mm

17mm

85mm

50mm

15mm10mm

110mm

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THE BRANDAPPLICATIONS

THE BRANDAPPLICATIONS

romania tourism brand - driving values & visual identity

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