Marketing Plan of

MAMAIA Resort

Niculita Gabriel Eduard | Dondas Gabriela Stefania

Radoi Flavius | Tatia Bianca

Content
Description of the Mamaia Resort
Marketing Communication Plan
Situation analysis (City analysis and presentation, competition, market, SWOT)
1. Define objectives and positioning
2. Select targets
3. Select message
4. Select communication channels / media
5. Indicate the procedures to implement the plan
6. Prepare the budget
7. Indicate how would do the monitoring and assessment of the plan

Description of the Mamaia Resort

Considered to be Romania's most popular resort, Mamaia is situated immediately

north-east of Constana's city center. It has almost no full-time residents, being populated
mostly during the summer.
The beach season is at its best between mid June and early September, when average
daytime temperatures range between 25 to 30 degrees Celsius (78 to 86 degrees Fahrenheit).
The water stays warm until mid autumn.
Hotels range from mid-end to exclusive 4 and 5 stars hotels and private clubs. There
are also camping sites in the north.
MAMAIA is the largest and best known resort on Romanian Riviera. Located
in the northern part of the seaside, Mamaia has a privileged position. The resort

is

attached to Constanta city and separates Lake Siutghiol of the

Black Sea. The preferred destination of
tourists during summer, Mamaia has
been the subject of an ample process of
modernization,

gaining

beautiful

western air. The palm trees, spectacular

fountains,

fashionable events and sensational shows, restaurants and luxurious clubs, quite terraces,
promenade areas, Water Park, telegondola and entertainment centers, all these facilities make
Mamaia a resort of fine taste, entertainment and relaxation.
HISTORY
The story of Mamaia resort starts in 1905, when the building of the first touristic
locations starts on the strip of land between the sea and Lake Siutghiol. The resort was
inaugurated one year later, on the 22nd of August. The small resort, popularly called sea
baths, became shortly an oasis of peace and relaxation for the elites of the time, as well as for
the royal family, being visited by a record number of tourists. In order to facilitate the access
in the resort, the authorities at the time build a railway which links Mamaia to Constanta
station, on the present route of Mamaia Boulevard. The resort rapidly flourishes in the
interwar period when it becomes famous abroad. It is the moment when the first important
buildings of the period appear, and we remember now the Cara-Dalga Castle, the summer
residence of the royal family, Albatros Villa (the first accommodation unit from seaside) and
Rex Hotel. The second hotel on the seaside, called Bucuresti (Iaki at present time) is built
towards the ending of the 50s. Mamaia continues to develop fast in the communist era, when
many of the hotels are being built: Patria, National, Dorna, Bicaz, Astoria, Riviera, Metropol,

Majestic, Mercur, Minerva, etc. In the 80s Mamaia continues to develop and becomes a
paradise for the tourists of the former soviet block. The 90s bring a decline of the resort, but
over the years Mamaia regains its title as The Pearl of Romanian seaside.
THE BEACH
Mamaia resort was gifted with one of the largest beaches in the whole Europe. This
stretch on a distance of almost 10 km, between Constanta and Navodari city, and its width
reaches almost 200m. The beach is covered with fine sand, without excessive stones and
shells, and the entry in the sea is done smoothly, the depth of the sea growing gradually on a
rather long distance. For safety reasons, the protection and comfort of the tourists, there are
lifeguard centers arranged on
the beach, first aid tents, public
toilets and sites of selective
collection of waste. A large part
of the beach is arranged with
chaiselongs
which you can enjoy by paying a fee,

and

umbrellas

but there are areas where you can enjoy them for

free. The beach is crowded with beach bars and terraces, the perfect places where you can
hide from the heat next to a cocktail or an ice coffee.
ACCOMODATION AND MEAL
Mamaia is the largest resort of the Romanian seaside,
in its accommodation capacity. There are over 70 hotels

and this mirrors

and villas which have

till 5 stars offering approximately 30 thousand places to

stay. The popularity the resort enjoys created and
adequate environment for building new
accommodation places, thus in the last few
years beside the traditional hotels new
buildings have appeared, which offer very good conditions for accommodation: Mailbu Hotel,
Florida Hotel, Palm Beach Hotel, Laguna Hotel, Club California Hotel, Del Mar Hotel,
Richmond Hotel and so on. In order to keep up pace with modernization of the resort, the old
hotels themselves were renovated, many of them acquiring an elegant air and full of
refinement: Vega Hotel, Rex Hotel, Iaki Hotel, Flora Hotel, Savoy Hotel, Golden Tulip Hotel,
Palas Hotel, Mercur-Minerva complex and so on. Since the tastes and requirements of the
tourists grow from one season to the other, more and more hotels designed spaces for

treatment and relaxation with swimming pools, saunas, fitness centers, sport fields, beauty
and massage saloons where the tourists can relax and can enjoy modern treatments: Iaki
Hotel, Vega Hotel, Palm Beach Hotel, Rex Hotel, Mamaia Hotel, Savoy Hotel and others. As
long as you find yourself in Mamaia resort you dont need to worry about what and where you
eat. There are plenty of restaurants and terraces, many of them being placed on the one side
and the other of the cliff. From fast-foods and ice cream shops until pretentious restaurants.
Mamaia has them all. You can eat from various cuisines: Lebanese, Italian, Chinese, Turkish,
Greek or even French, and, most important you can eat being saturated no matter the budget
you have.
FUN AND RELAXATION
If your seaside holiday doesnt limit itself only to the chaiselong, Mamaia resort is the
perfect destination. The resort offers the tourists a multitude of possibilities regarding fun and
leisure time, no matter the money in your pocket. The recreational centers are an
inexhaustible source of entertainment for those who love water sports, in Mamaia resort exist
many such centers both on the sea shore and the lake shore. The tourists can enjoy the pedal
boat, parachute lifting, windsurfing and yachting, banana towing, ski jet promenades, nautical
ski, diving and sailing boat rides. The Ovidiu Island is one of the right places for relaxation.
Wrapped by legends of the past, the island is today a wonderful touristic complex which
contains

restaurant,

accommodation places and a wonderful garden. You can

reach the island by boat which leaves the Casino area at set
intervals. Aqua Magic is another attraction of
the resort which offers fun at its best.
Inaugurated in 2003, Aqua Magic is the
first park in the country which offers
the tourists modern water installations.
The telegondola in the resort is a means

of

transport which allows you to admire

the surroundings for 7 minutes from 50 m altitude, on a 2 km distance. The Holiday Village is
the place where you can find souvenirs stalls, shopping galleries and Romanian cuisine
restaurants, which are designed as small houses from different Romanian regions. The Luna
entertainment park is the destination for fun and amusement which you can avoid once you
are spending your holiday in Mamaia. Full of games and colored lights, the park offers
installations which are adjusted to all ages. There are plenty of sport fields in Mamaia resort,

many of them being functional during winter time. You can challenge your friends to a
football or tennis game on the fields of Iaki , Oxford, Mamaia or Palm Beach hotels and also
in the IDU complex or Sen. There are volley ball fields arranged on the beach which you can
enjoy for free. A walk on the cliff is a relaxation method available to everyone. Closed to cars
traffic, the cliff of the resort is bordered by terraces and beautiful hotels, green areas, shopping
galleries, souvenir shops and the fine sand beach. The most famous walking areas are those
from Perla and Casino areas. There are gardens with benches for rest and artesian wells in
Perla area. Here you can find also the Summer Theater, a place where entertainment shows
and concerts occur all along the summer time. In the area of Casino a spectacular artesian well
can be found, beautifully lit at night. The tourists can walk through the water jets or they can
rest on the benches which border the small square. The Casino area is the place where open
air shows and thematic parades take place. The night clubs in Mamaia resort are famous for
their effervescence and elegance. You can have fun till dawn at unique parties, organized in
their own style by the clubs in the resort. Trips to various attractions from Dobrogea are
organized by the travel agencies or hotels and they offer you the chance to find out details
about the culture and customs of the place.

Marketing Communication Plan

City analysis

Constana , historically known as Tomis, is the oldest still-populated city in Romania. It was
founded around 600 BC. The city is located in the Dobruja region of Romania, on the Black
Sea coast. It is the capital of Constana Countyand the largest city in the region.

Constana is the fifth most populous city in Romania. The Constana metropolitan
area includes 14 localities within 30 km (19 mi) of the city, and, with 425,916 inhabitants, it is
the second largest metropolitan area in Romania.
The Port of Constana has an area of 39.26 km2 (15.16 sq mi) and a length of about 30 km
(19 mi). It is the largest port on the Black Sea, and one of the largest ports in Europe.
Constana is the administrative center of the county with the same name and the largest city in
the EU Southeastern development region of Romania. The city is located on the Black
Seacoast, having a beach length of 13 kilometres (8 miles). Mamaia, an administrative district
of Constana, is the largest and most modern resort on the Romanian coast. Mineral springs in
the surrounding area and sea bathing attract many visitors in the summer.
Climate
Constana is one of the warmest cities in Romania. It has a moderate subtropical
climate with considerable maritime and some continental influences. There are four distinct
seasons during the year.
Summer (late May to mid September) is warm, dry and sunny with a July and August
average of 23 C (73 F). The beginning of summer brings plenty of precipitation, but by
early July the weather becomes settled and dry. Most summer days see a gentle breeze
refreshing the daytime temperatures. Nights are warm and somewhat muggy because of the
heat stored by the sea.
Autumn starts in mid or late September with warm and sunny days. September can be
warmer than June, owing to the heat accumulated by the Black Sea. The first frost occurs on
average in mid November.
Winter is much balmier compared to other cities in southern Romania. Snow is not
abundant but the weather can be very windy and unpleasant. Winter arrives much later than in
the interior and December weather is often mild with high temperatures reaching 8 C (46 F)
- 12 C (54 F). Average January temperature is 1 C (34 F). Winter storms when the sea
becomes particularly treacherous are a common occurrence between December and March.
Spring arrives early but it's quite cool. Often in April and May the Black Sea coast is
one of the coolest places in Romania found at an altitude lower than 500 m (1,640.42 ft).
4 of the warmest 7 years since 1889 occurred after the year 2000 (2000, 2001, 2007 and
2008).

The winter and the summer of 2007 were respectively the warmest and the second
warmest in recorded history with monthly averages for January (+6.5C) and June (+23.0C)
breaking all-time records. Overall 2007 was the warmest year since 1889 when weather
recording began.

According to the 2002 Romanian census, there were 310,471 people living within the
city of Constana, making it the fifth most populous city in Romania.
As of 2011, 283,872 inhabitants live within the city limits, a decrease from the figure
recorded at the 2002 census.
After Bucharest, the capital city, Romania has a number of major cities that are
roughly equal in size: Constana, Iai, Cluj-Napoca and Timioara.
The metropolitan area of Constana has a permanent population of 387,593
inhabitants, i.e. 61% of the total population of the county, and a minimum average of 120,000
per day, tourists or seasonal workers, transient people during the high tourist season.
The Resorts Black Sea Romania is compused from:
Costinesti - summery spa, located at 28 km. south of the city of Constanta, called
"The Youth", with large beach with fine sand. The Costinesti has bases grement modern, here
are held numerous cultural and artistic events and issues here all post Radio Holiday. Access
to the resort is done by train - Costinesti station, located on the route Bucharest - Constanta
and Mangalia-road, DN 39 from Constanta.

Mamaia - the largest and famous resort in Romania, located in the northern city of
Constanta, called Pearl of romanian seaside, is a sector of fine sand beach, which lies on a
length of about 8 km. on the western side of it being Ovidiu lake. The Beach has numerous
hotels, outdoor pools, discos, recreational parks, sports and a summer theater. The Mamaia
offer the opportunity for practicing water sports and fishing in Lake Mamaia.
Eforie Nord - permanent spa, located at 14 km. south of Constanta, between
Techirghiol Lake and the Black Sea. The second largest resort of Romanian seaside, is famous
for its curative treatment, the resort having two permanent basis treatment, possessing
equipment for warm baths with salt water from the Lake Techirghiol or the Black Sea. Beach
resort that stretches about 3 km. offers sports, swimming pools and other facilities for water
sports practice.
Eforie Sud - seaside resortEforie Sud - spa located 18 km. south of Constanta, which
lies on a length of about 2 km. along the Black Sea. The resort was a sanatorium reumatologic
permanent and another to treat rachitis, which operates only in the high season, both for
children. Attractions resort are discos Eforie Sud, theatre outdoors, and many others.
Mangalia - seaside resortMangalia - balneo-climateric permanent resort, located 44
km from Constanta, founded by Greeks in sec. VI I.Hr. VI I.Hr. is the most southern resort on
the Black Sea coast and is the only maritime resort owner sulphurous mineral springs,
mesothermal and radiation, used since antiquity. Plettenberg Bay has a basis of treatment with
medical departments recovery, warm baths water, mud treatments, kinetotherapy,
hydrotherapy, gyms and medical cabinets geriatrics. The main attractions of the resort are the
Museum of Archaeology, Esmahan Sultan Mosque, collection Mercurius, the vestiges of
Roman-Byzantine, and everything here can be practical and horsemanship.
Jupiter - Cap Aurora - seaside resortsJupiter and Cap Aurora - summery resorts,
located at 40 km. Municipality of Constanta, between the Black Sea coast and Forest
Comorova. The Cap Aurora is the latest resort on the Romanian coast, which attracts many
tourists coming here for the beach with fine sand, sports, theater and cinama outdoors,
swimming pools, discos, and for walks with the Lake Boat Tismana.
Neptun - Olimp - seaside resortsNeptun-Olimp - spa located 6 km from Mangalia, a
sector sand between the Black Sea and Comorova forest, offering an oasis of peace in the
Romanian seaside landscape. A truly modern tourist complex, the resort has hotels and villas
special, tennis courts, riding, landing for a ride on the lake, and numerous clubs and

entertainment parks. In May resort to learn and also a basis for treatment that offers
electrotherapy, mud treatments, hydrotherapy, medical gyms, sauna.
Saturn - is a summery spa, located at 1 km. of Mangalia, which enjoys most days in
the sun, sea water reaching an average temperature during the summer about 25 degrees C,
and has an outdoor theater, sports, villas and hotels, land riding.
Venus - summery spa, located 5 km. of Mangalia, bearing the name goddess beauty,
with hotels built in an architectural style apart.
Techirghiol - permanent spa, located at 18 km. of Constanta, on the banks of the lake
Techirghiol. The main features of the resort are salt water and mud sapropelical lake, being
here five bases treatment with warm baths with salt water from the lake, mud treatments,
aerosols and hydrotherapy.
Competition

On national level
Constanta, where the competitors Mamaia is:
Indirect: (from the same segment of services - tourism) cities Brasov, Cluj, Sibiu that are in
the mountains. They were only competitors in terms of other tourist spots but in terms of
seaside tourism Services they are not direct competitors because there is no other city in
Romania littoral.
Directly: Indirect Compete for Constanta are the neighboring towns to the Black Sea: Sulina,
St. George, Nvodari, Lazu Agigea, Eforie, Techirghiol, Tuzla, Costinesti, Tatlageac / union /
23 August, Mangalia, Doi Mai, Vama Veche,
Internationally: as a direct competitor to the chosen target is Bulgaria that offers the same
type of seaside tourism services.

Target Markets
A fundamental aspect of tourism marketing strategies is to define target markets. In this way,
it is aimed diversity of markets. emitting tourists namely:

 local market - comprising all persons from Constanta that could and would be willing
to visit the see for recreation (walking, promenade), or in the purpose of the Stand
Body beauty treatment;
national market - comprising all persons who may visit Constanta, practicing forms of
tourism such as business tourism, cultural tourism, weekend or just being in transit
through the city. This category of public can be classified in:
National visitors interested in cultural tourism, history and heritage (groups of

specialists in art, history, architecture, heritage etc.)

Tourists "business", participating in trade fairs, conferences, training programs groups of children or students who come for lessons of history or art or for special
events- turiti naionali doritori s i petreac o scurt vacan ntr-un mediu

interesant.
international market - made up of the main emitters of tourists worldwide (Germany, UK,
Japan, Sweden, Denmark, Italy, France, Spain, Switzerland) and from countries which
belong to most tourists who visited the city in the last (Italy, Hungary, Austria, Germany,
France, Poland, United Kingdom, etc.).
This category of public include:
- Foreign visitors interested in cultural tourism, history and heritage
Foreign-tourist visiting Romania that make a break in Constanta and its surroundings.

SWOT Analize

Strengths

natural environment favorable for the development of tourism (Black Sea, fine
beaches and sunny and sandy seabed is completely without rocks, with low slope, lack

of tides);
accommodation capacity high, in full extension 4cca. (1/3 of the total accommodation

capacity nationally 1st in the country;

special tradition in tourist activities (over 100 years)
potential high health spa;
special interest of local public authorities and citizens to develop the tourism sector;
Mamaia is rated as resort of national interest;

Appearance of new tourism products, new to this region (Aqua Magic, gondola,
adorning the resort with exotic palm trees, fountains, arrangement of modern markets

where cultural shows, casinos and amusement parks;

geographically favorable positioning of new tourist products (itinerary tourism, cruise

tourism, business, etc.)

historical and cultural heritage of great value;
qualified and experienced human resources in tourism;
access to tourist areas, modern access routes (motorways, roads, railways) connected
to the main European transport corridors;

Weaknesses

Mamaia overcrowding during peak summer season and weekends

Insufficient parking spaces, based on the number of tourists during the summer
Lack of permanent tourist products
Some agents high prices that discourage foreign tourists, they have the possibility to

choose the best tourist destinations in terms of quality - price ratio

Lack of adequate infrastructure for developing cruises (tourist and entertainment

ports)
Weak in terms of tourism potential and cultural history of the area
Presence of industrial sites and commercial port in the vicinity of tourist areas creates
image and comfort problems and is an important factor of environmental pollution
Lack of a common long-term strategies of the investors and central public

administration and local integrated development of the sector

Travel information and promotional materials few and of poor quality.

Opportunities

The economic development of Constanta provides premise tourism development in

village, both by increasing the number of tourists and by increasing investments;

Increasing the level of training and professionalism of the staff of tourism
environment university offers highly qualified personnel and professional consultancy

services;
Better awareness of tourism potential of Constanta, arranging recreational areas within
it are opportunities that can contribute to local tourism development;

Threats

Regarding international target market may represent a threat unfavorable image of

Romania abroad;
Inefficient use of funds for local tourism development;

Difficulty starting a massive process of raising standards of accommodation, necessary

to compete successfully in the international market;

The difficulty of involving the entire tourism sector in support of a marketing program

Tourist covering the entire community;

Collaboration defective stakeholders in the tourism phenomenon.

Objectives and positioning

GENERAL OBJECTIVES OF MARKETING

Marketing objectives and marketing strategies to achieve them are of a bunch of variables that
influence changes over time. For this reason, these objectives are formulated short and
medium term (2-5 years).
For Mamaia resort, have been defined the following objectives for tourism marketing:
1. Increase the visibility of Mamaia in Romania and elsewhere International;
2. Increasing information regarding Mamaia resort tourists potential in Romania and abroad;
3. Increase the satisfaction of tourists visiting Mamaia resort;
4. Increase the number of tourists visiting Mamaia resort at least 20% compared to 2014;
5. Creating, developing and promoting a brand of Mamaia.

THE

POZITION

Mamaia resort is classified as exclusive tourist destination for young people with many
events, activities and places of leisure. The Mamaia classify as number 1 destination leisure
summer.

The message
Promotion Strategy
The key element of the strategy is to promote development communication message.

From a technical standpoint message consists of three parts: "Decalogue" permanent message
and brand.
Decalogue "- that is the set of motivators and values which determine the decision of the
tourist potential of Constanta, Mamaia resort and that is the centerpiece of global message.
In the case of Mamaia resort, "Decalogue" can be proposed as follows:

Mamaia - resort that captures the memorable events and venues!

Mamaia - youth summer resort, all roads join here!
Permanent message - is "slogan" summarizing and motivational factors Mamaia resort
specific values as tourist attraction, and may be formulated as follows:
Mamaia resort - "Breathe the air of fun!"
Brand - is a graphic that provides identity and differentiation in the market.
This should be present in all actions to promote Mamaia resort
The brand design must consider the following elements:

the characters - can be used italics, slim;

colors - shades of white, Galgen, gold to induce the feeling of sun, beach, sand;

shades of blue - that is to induce a quiet, ideal for walking, recreation or leisure.

symbol - sun Umblela, sand and water.

Communication channels / media

Mamaia resort promotion techniques proposed for use are:

a) Advertising
Internet advertising - creation of a website of the resort in which to find the entire

tourist offer available to tourists;

Social Media (Facebook, Google+, Youtube, Etc.)
outdoor advertising - two banners placed at the two entrances to the city for the

purpose of attracting tourists in transit through the city;

TV advertising - design and broadcasting a TV commercial to be aired at national
advertising brochures, leaflets running in the travel agencies, tour operators and tourist
information centers.

 b) Participation in fairs and exhibitions

design and build a stand for participation to be used at fairs Tourism (National Tourism
Fair held biannually in Bucharest International Fair Tourism in Berlin)
c) Public Realation
organizing concerts with famous singers:
organizing the parade allegorical carts
d) Inclusion of Mamaia in the international network of tourism promotion

promotion through tour operators and travel agencies of the European and

international tourism market;

Mamaia inclusion in European and international tourist routes

Action plan for implementation of marketing strategies

The operational plan includes the timing of actions to be carried out previously
proposed marketing strategies: financial and material resources involved and the time of each
action.
Step 1:

finalizing and setting all the details previously proposed tourism;

development and preparation of promotional materials related to the proposed offering

and market target;

create new tourist identity of the Mamaia resort.

Step 2: practical implementation of all actions envisaged to achieve proposed marketing

strategies:
Action 1: Creating Identity City tourism
Project

Action
Brand tourism

Short description
Design and development of a
brand identity manual for its

Base images

management
Creating and producing a
database

The new identity tourist

images

to

represent the tourist image of

Tourist Information Center

the resort
Creating and placing Tourist
Information

audiovisual materials

of

WebSite

Centre

in

Mamaia resort
Creating a web site showing
the resort entire tourist offer

and
Spots video

proposed

created.
The

previously

production

promotional

of

videos

that

incorporate brand, designed

Decalogue and the tourist
offer
multimedia presentation

proposed.
Making

and

previously

multimedia

presentations for seminars

organized

among

representatives

of

tourism

organizations, participation in
tourism

fairs,

Tourist

Information Centres.

Action 2: Creation of support materials

Proiectul
Graphic supports

Activity
Brochures "business"

Short Description
Includes general information
about Mamaia resort, maps
and suggested itineraries and

General Brochures

are used in business

Includes
both

general

information and description

of products and tourist routes
offered;

intended

both

business-to-business
environment and the final
Thematic Brochures

consumer
Are developed separately for
each

product

or

tourist

location; includes map

environment

and

are

designed both business to

Folders

business and tourists

Design and production of
brochures

Posters

and

folders

containing CDs presentation;

Design and production of
significant image posters, for
business

to

business

environment and the final

Nets

consumer.
Creation and production of
mesh textile and recycled
paper

for

promotional
Shirts

delivering
materials

by

partners or final consumers

Creating and producing shirts
with

corresponding

brand

Mamaia to be offered to
partners

who

are

familiarization visits
Action 3: Promotion Programme
Project

Activity
Familiarization visits

Short description
Organizing familiarization
trips for representatives of
publications tourism
(Vacation and Travel Clever

Generating appearances in

Travel, Tourism Romania

the press
Newscast

etc.)
Elaborarea i expedierea unui
buletin de tiri ctre bazele de
date ale mediilor de pres din

Promoting tourism market

intermediaries

Organizing seminars

cadrul pieelor vizate

To organize workshops with
representatives

of

travel

agencies in the county and

Familiarization visits

country
Organizing

familiarization

visits among major operators

Participation in fairs

from selected markets

Participation with a stand at

international

the

Participation in national fairs

Fair
Participation with a stand at

International

Tourism

the National Tourism Fair in

Bucharest

organized

international Fairs

biannually
Participation with a stand at

National Fairs

the international tourism fairs

Participation with a stand at
the National Tourism Fair in
Bucharest

Travel Guides

consumer

biannually
Mamaia resort inclusion in
major

Promotion to the final

advertising campaigns

organized

national

and

international tourist guides

Development of partnerships
with the private sector and
academia (teachers, students)
to

support

and

advertising

conduct
campaigns

targeted at final consumers

Information "in situ"

Tourist Information Center

belonging to selected markets

Fitting and placing two
permanent
Information Centre

Tourist

Calendar actions proposed to be carried out as follows:

Project

Activity
Brand tourism
Base images
NEW IDENTITY
Tourist
TOURIST
Creatin
Information
g
Center
Identity
Website
Tourism
Spots video
Audio-visual
materials
multimedia
presentation
Brochures
"business"
thematic
Brochures
MEDIA
Creatin
individual
GRAPHICS
g
Brochures
support
Folders
material
Posters
s
Shirts
Pens
MERCHANDISING Postcards
Keychains
The
Familiarization
promoti
GENERATING
visits
on
articles in published
progra
media
Newscast
m

Promoting tourism
market
intermediaries

PROMOTING TO
THE FINAL
CONSUMER

Organizing
seminars
Familiarization
visits
Participation in
international
fairs
Participation in
national fairs
advertising
campaigns
Online
advertising

2014

2015

2016

PROMOTION "in
situ"

Tourist
Information
Center

BUDGET PLAN

Activity
Unit price
1. NEW TOURIST IDENTITY
2,000 + VAT logo, rules
Brand tourism
application
applications
Base images
Tourist
Information
Center

25 + VAT /
photo,
with processing

The
quantity

Total
Price

2000

200

5000

1.300 + VAT stand system

2
pop-up (3x2 m)
Total 9.600 +tva
2. AUDIOVISUAL MEDIA
1.500 + VAT static site or
website
dynamic menu
1
and
submenus
3,000 + VAT Spots video
Spot 30
2
sec.filmed
Total 7500 + VAT
3. MEDIA GRAPHICS
2.1 + VAT /
pcs. finite format
Brochures
A5,
"business" 20 p o l i c r e a m i
2000
pages
front / back, 20
p., in a print run
of
1.000.
2.5 + VAT /
pcs. finite format
thematic
A5,
Brochures
policreami
2000
32 pages
front / back, 32
p., in a print run
of
1.000.

2600

1500

6000

4200

5000

individual
Brochures
16 pages

1.95 + VAT /
pcs.
- finite format
A5,
policreami
front / back, 16
p., in a print run
of
1.000.

2000

3900

Folders

0.8 + VAT /
pcs. A4 folder with
pocket, a
circulation
of 1.000

1000

800

1000

400

100

2600

2000

2000

2000

160

2000

2000

0.4 + VAT format 50x70

cm,
Polychrome a
Posters
girl,
a circulation of
1,000
pcs.
2.6 + VAT shirt
white, custom
Shirts
one
color, face,
max.
10 cm
Total 16900 + VAT
4. MERCHANDISING
1 + VAT /
pcs., The
a print run of
Pens
1,000
pcs. (plastic pen
a custom
color)
0.08 + VAT /
pcs.
- Atypical
full color front /
Postcards
1
color back to
a print run of
1,000
pcs. x 8 models
1.0 + VAT /
Keychains
pcs.

Total = 4160 + VAT

5. GENERATING articles in published media
Familiarizatio
n visits

200 Euro /
person / visit
+ vat

30 persons
x2
visits x 2
years
x 200 euro

2 Euro /
newsletter
12 months
the costs of the
x2
Newscast
development
years x 2
and
Euro
Shipping + vat
Total = 24048 + VAT
6. Promoting tourism market intermediaries
2 years x 1
Organizing
2500 Euro +
seminar x
seminars
VAT
2500 euro
Familiarizatio
n visits

200 Euro /
person / visit
+ vat

30 persons
x2
visits x 2
years
x 200 euro

Participation
in
international
fairs

Participation in
the International
Tourism Fair in
Berlin + vat

1
Participatio
n
x 2 years x
4000

Participation in
National
2 x 2 Fairs
Participation
Tourism Fair
years x
in national
equipped with
1500
fairs
stand - 1500
Eur
Euro + VAT
Total = 43000 + VAT
7. Online Promotion
Achievement
Promoting on
1.000.000
clip and
Youtube
visits
publication
Achievement
6 months /
Promoting on
clip and
year x 3
facebook
publication
years
Promoting on
Google

Achievement
clip and
publication

7 months /
year x 3
years

Total = 15000 + VAT

8. Promovare OUTDOOR

24000

48

5000

24000

8000

6000

5000

5000

5000

Advertising
OUTDOOR

In the most
important city
from Romania

X 2 panels,
3 months,
X 5 city X
2000 Euro
+ VAT

Total = 60000+ VAT

175.208 EURO + VAT

60000