Romanian country brand project kicks off with concept phase

Romania’s country brand, which is being created by a consortium of foreign firms that won the public bid last year, has been assessed in a first meeting of a council made up of members of the Romanian public administration, representatives of the local tourism industry, civil society representatives and experts, the ministry of tourism has announced.

The project is in its first phase which aims to establish Romania’s current image as a tourism destination. So far, 90 percent of the qualitative research which will establish this has been done.

This week the quantitative research will start on interviewees from Romania and from eight source countries, Austria, Italy, France, Germany, the UK, Russia, Hungary and the US. In a next step, the country’s new tourism logo will be created, along with the brand strategy and the brand manual. All this should take six months. Romania will pay almost

EUR 900,000 for these services, with the money coming from the European Union. The implementation of the brand will be a separate bid and will require EUR 73 million in investment, also from EU funding. The Romania country brand project was started at the end of last year. The public bid was won by a consortium made up of Asesores en Turismo, Hoteleria y Recreacion SA and Taylor Nelson Sofres SA (THR-TNS). Eulogio Bordas, the leader of the association, is one of its representatives in the council meetings.

Corina Saceanu

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