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Branding Romania
The issue of country branding returned to the public eye in 2004, which marked the forming of a workgroup in charge with building Romania’s image abroad, following the visit of Wally Olins to Bucharest who explained the great importance of such an action. The Committee met up a few times, but some of its members never even participated once, therefore it soon ceased its activity.
In 2005, the Agency for Governmental Strategies and the National Authority for Tourism began getting involved in the issue of country branding by ordering research studies on Romania’s image. They discovered that most foreign travels to Romania are made with the purpose of visiting friends and relatives, rather than spending a typical vacation.
The year 2007 brought a concept for a new country brand campaign: „Romania’s fabulouspirit”, initiated by the Ministry of Foreign Affairs meant to promote the country’s image in the European Union. It raised a lot of controversy and, although word at the time was that this campaign was going to be around for several years, it was never heard of again.
The most recent slogan the Ministry of Tourism came up with is “Romania – Land of Choice”. A tourist hymn of Romania based on this idea, on which the state spent about 100.000 euros, was also composed as part of this campaign, addressed mostly to the internal audience. The current minister of tourism emphasized that it is not to be confused with a national brand, as this project will be finalized in fall based on the public auction. After many years, efforts and money, it seems Romania will finally have a country brand that does it justice in the autumn of 2009.
Some memorable words on the idea of branding are those of Simon Anholt, an international expert on the subject of country branding: "The image of a country is a tyrant. We can't control it, it makes up its own mind and it is not fair… branding is an attempt to fight against tyranny". Building a country brand does not come easy: this goal needs to be sustained by a high level of coordination between the state, the corporate sector, the mass-media and the general population. That’s right: the last part is up to us.
Author: Adriana Niculescu
Pages: Page 1 Page 2
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No Comments to “Branding Romania”
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lw says:
the whole branding of romania is a farce. those tasked with branding this country have ZERO experience in country branding, yet they take a s**t load of cash to do it, with a few thousands disappearing into pockets of others.
and out MoT’s experience in Tourism? Her husband owns a couple of 2* hotels.
oh, and the fact she was the President’s mistress!
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james cadariu says:
service, service, service. The country is incredibly beautiful and diverse. It is completely DIY at this point, though. You have to know locals to get anything done. If you go through touristy places, employees are less than friendly. We had about 30 people follow us around at Peles castle just to make sure we didn’t take pictures. Dealul Mare wine country is so hard to get to from Bucuresti that I felt like writing my own book. Renting a car is difficult, as is finding the passable roads.
My favorite things about Romania are the mountains, the delta and the people. Play off the assets. Natural paradise-make the carpathians a brand like the alps. Brand the Delta as an eco-paradise. These assets are located almost entirely within Romania’s borders. Have the government invest in the modernization of the wine industry and then market that. The land is perfect but right now the wines are of very low quality. I would sell the country on a natural basis because the capitol is not at all a spot I would recommend. Then train the people to be service-oriented to those that arrive.
Those slogans in the article are horrible. I would be more non-specific and humorous like Romania is awesome. Or use Romanian humor instead of idiotic phrases written by consultants. The bad results of using “surprising” to sell a country are not surprising.
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