New tourism destination brand for Romania
Prepared by:
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Examples of successful brands
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1 Why do countries use brands? &
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Having a strong brand… At higher prices Helps selling
Greater market share Puts you in top of mind
Greater loyalty
Improves reputation
Stakeholders motivated
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2 The mandate to THR and TNS? &
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The mandate is to develop: 1. The brand and its positioning 2. The brand strategy 3. The communication strategy 4. The brand visual and claim 5. The brand communication manual
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3 Are THR-TNS qualified?
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A worldwide leader in tourism destination consulting services
100% tourism specialized team
25 years of tourism market knowledge 60+ countries counted on our consulting services >900 tourism projects successfully accomplished worldwide &
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Some brands created and worked on‌
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World's largest Market Research & Opinion Polling specialists
Present in
107 countries
135.000 employees worldwide 50.000.000 telephone interviews last year &
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4 Which was the process?
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The methodology of the process
Brand Brandteam team&&brand brandcouncil council Market research TNS
Development of the BRAND
Brand Strategy definition Development of brand POSITIONING
Brand visual and claim + market test Brand communication manual
Identification of competitive advantages &
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4 What did we learn from research? &
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Research • In 8 source markets (Austria, France, Germany, Italy, Hungary, Russia, UK, USA) • In Romania
•10.881 phone interviews •91 in depth interviews •2 Focus Groups
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The Market Potential is close to 40 Mn people
TOTAL OUTBOUND TRAVELLING POPULATION
POTENTIAL DEMAND
83 Mn
170 Mn
Not interested in Romanía
49%
PRIMARY DEMAND 40 Mn
Maybe Secondary demand
23%
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6 products provide good options for growth
Touring Touring holidays holidays Wildlife Wildlife and and nature nature parks parks Countryside Countryside and and rural rural tourism tourism Wellness Wellness & & health health holidays holidays City City Breaks Breaks Active Active & & adventure adventure
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The primary demand’s needs and motivations fit very well with Romania’s offer Main destination choice factors
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Less important to Romania’s Core Potential group
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More important to Romania’s Core Potential group
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Nature (Carpathians, Delta, landscapes) is THE major attraction of Romania for those who have been to Romania Attractive of Romanian main tourism assets - In %-
Nature
Base: Those who have been to Romania before (1.707)
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5 Which is the brand and its positioning? &
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Romania Brand
ATTRIBUTES
KEY VALUES
Authenticity Unspoiled nature Unique culture Safety
Brand Visual
Discovery Spirituality Green
PERSONALITY
Kind Innocent Pure
Brand
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Romania’s brand positioning
1. Target
To the discerning travellers looking for unique/ new destinations with wild nature and authentic culture…
2. Frame of reference
…Romania offers explorer itineraries and places to stay to live rewarding travel experiences …
3. Points of difference
…… based in our authenticity, unspoiled nature and landscapes (the Carpathians, the Danube Delta, etc.) and a unique cultural heritage (painted monasteries, etc.) …
4. Reasons to believe
…all this supported by our unique mix of Latin and Byzantine cultural heritage , a high share of protected spaces and the preserved traditions of Europe’s most rural society &
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6 What strategy should the brand follow? &
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Strategies
Objectives
Goal
Brand development strategic framework
INCREASE BRAND POWER 1. Increase strength and stature
2. Improve user experience
S1. S1. Start-on Start-onstrategy strategy
S4. S4. Develop Developunique uniqueRomanian Romanian experiences experiences
S2. S2. Media Mediainnovation innovationstrategy strategy
S5. S5. Provide Provideaasatisfactory satisfactory stay stayin inRomania Romania
S3. S3. Create Createaabrand brand communication communicationplatform platform for forstakeholders stakeholders
S6. S6. Activate Activatelocal local stakeholders stakeholders
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Some recommended tactics
Go for new media
Content library
Use of specialized media
Five top guides on board &
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Some recommended tactics
Develop 10 top national / regional experiences
Develop top 5 itineraries Develop experiential web site 3.0
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Some recommended tactics
Implement a system of labels “We care� program
Annual Tourism Congress
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7 What about baseline & visual? &
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Brand visual and baseline
3 main concepts
Nature Nature
Unique Unique culture culture
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Explore Explore
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The process
62 visuals
105 claims
Technical filtering
Considered
7
7
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The process
7 visuals
7 claims Market test Brand council Brand team
Fine tuning and development of alternatives 2nd Market test
Final Final versions versions &
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