BRANDING ROMANIA: NO STRATEGY,

NO EFFECTIVENNES

Diana-Maria Cismaru,
Diana-
Associate Professor,
Professor, Ph.D.
NUPAS, Bucharest, Romania
Eternal and fascinating Romania (1996)

Aim: a favorable image by a special photo album

about Romania
Plan: 513 photos, 97000 photo albums, from
which 1.333 for diplomacy.
Positive: fine quality, rich text in information,
translated in several languages
Negative: scandal of funds ...., small impact, low
efficiency, technical errors (photo on the
hardcover)
Costs: 5,7 million euros for 97000 albums – only
10000 albums printed for real, only 4200
distributed (one album – 600 euros)
Made in Romania (2001)
Program of sustaining Romanian products on the internal
and external market; partners in program, romanian
company, were supported to promote their products on
long term
Aim: common line in promoting Romanian products +
conditions of quality standards for producers
Site (www.fabricatinromania.ro
(www.fabricatinromania.ro)) + journal (3
editions)+several events
Negative: low media reflection, low number of partners in
program, low level of internal awareness, low external
efficiency because of lack of funds.
Romania, always surprising (2003)
Minister of Tourism – Dan Agathon
Aim: aggressive campaign to promote
Romania as destination for tourists
Four tours of promotion in Northern Europe,
Central Europe, Baltic Countries, Middle
East.
Site+spot Ogilvy&Mather on all channels
Negative: Budget too high for results (52
billions RON), lack of continuity, too small
effects
Branding Romania (2005)
Agency for Governmental Strategies (AGS) +
opinion leaders: strong and weak points of
Romania’s image
Site (www.brandingromania.com
(www.brandingromania.com – until 2009) –
look for a branding agency, with no result
10 millions euro needed, 200000 euro on studies
in 2007 (Romanian’s image in Europe):strong
points: IT experts, wine, tourism, furniture,
clothes, hand-
hand-made products, ecological food,
natural medicines.
Negative: inefficient group, non-
non-disciplined; lack of
focus and strategy in the company
Fabulous spirit (2007)
Agency GAV&Scholtz which created the concept
for Sibiu: concept found through focus-
focus-groups
Positioning: Romania as a country with spiritual
people and joy of life, people defined by internal
richness
Budget: 3 millions euro, 110.000 euro for concept.
Strategy: national history of success: Henri Coanda
(flying), Brancusi (infinity), Comaneci (balance),
natural monuments (Bucegi
(Bucegi Mountains)
Negative: suspicions about contract with GAV
agency; too high costs; unfounded promise of
label of campaign
Romania, Land of choice (2009)

Slogan and hymn of Romanian tourism,

launched in a festival at seaside by several
artists
Positive: fine videos
Negative: promoting tourism but lack of
structure, unrealistic, lack of strategy
(most advertising, not campaign)
Romania
omania,, the Carpathian Garden (2010)

Campaign started in 2010 by Minister of Tourism

Aim: a positive image of Romania
Core concept: exploring the “Carpathian garden”-
garden”-
nature, sun and seaside (launched in an
International Tourism Market Event)
- Slogan: Explore the Carpathian garden
- Symbol: leaf (nature, freshness, growing
- Intention to promote medical tourism
- Negative: too high costs of campaign (74 millions
euro), leaf (symbol) copied from a photo site
What is the first thing that comes into your mind
when thinking at Romania?
Romania?
Poor people and places 37%
Nature,
Nature, woods 20%
Dracula, vampires15%
Bucharest 13%
Warsaw treaty 10%
Cheap holidays 10% Corruption 8%
Ceausescu 10% Orphan children 7%
Roma people 9% Dangerous, filthy 7%
Black Sea 9% Old churches 6%
Rivers 8% Floods 5%
Tema 5

Analizați una dintre campaniile realizate

pentru brandul de țară a României și
propuneți în mod argumentat un concept
de campanie pentru România anului 2016 2016..