Tarom launches first image campaign in its history

Newsroom 24/09/2010 | 15:16

State owned airline company Tarom has launched its first ever image campaign which runs under the logo “The Journey Shapes Us but the Destination Defines Us.” This is a pilot project which was developed together with Ogilvy group and will start at the end of this month ending on December 25. Approximately 44 percent of the image campaign will unfold on TV but the campaign will also run on TV, on cinema screens, on the radio, in the press, outdoor and indoor and there will also be a public relations campaign.

According to Ruxandra Brutaru, general manager of TAROM, the total budget allotted for this campaign represents 0.2-0.3 percent of the turnover. ”For the regular airline company, the minimum sum for such a campaign would raise up to 2-3 percent of the turnover. We hope next year we will have a budget of 1 percent of the turnover,” said Brutaru. She also added that the company needed to establish a media presence and so far, it has been more passive than active. “As a state company, Tarom always had difficulty in implementing an image campaign due to difficulties in allocating budgets or the fact that the necessity of such an action had to be justified,” said Brutaru.

So far, the campaign will run only on a national level. The video spot also has an English version, which will be presented in international fairs.

Last year, Tarom posted a turnover of USD 267 million, but also had losses of USD 77.2 million, and this year it is expected to have losses as well, though not as substantial. “As far as expenses go, we have cut all there was to cut. It is a difficult situation because the price of oil is increasing and we have difficulties due to the growth of the USD in comparison with the EUR. We cash in EUR while the bulk of our payments are made in USD,” said Brutaru.