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8/9/2019 Document 2010 05-21-7300459 0 Pre Zen Tare Strategie Brand Turistic Consoriu Thr Tns
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Prepared by:Prepared by:
&
New tourism destinationbrand for Romania
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Examples of successful brands
Page 2
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Why do
countries usebrands?
1
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& for
Having a strong brand
Helps selling
Improves reputation
At higher pricesGreater market share
Puts you in top of mind
Greater loyalty
Stakeholders motivated
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The mandate
to THR andTNS?
2
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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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Are THR-TNS
qualified?
3
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A worldwide leader in tourism destination consulting services
25 years of tourism market knowledge
100% tourism specialized team
>900 tourism projects successfully accomplished worldwide
60+ countries counted on our consulting services
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& F o r Page 9
Some brands created and worked on
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& F o rPage 10
World's largest Market Research & Opinion Polling specialists
135.000 employees worldwide
Present in 107 countries
50.000.000 telephone interviews last year
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Which was the
process?
4
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The methodology of the process
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M a r k e t
r e s e a r c h
T N S
Id e n t i f ic a t io n o f
c o m p e t i t iv e
a d v a n t a g e s
D e v e lo p m e n
t o f th e
B R A N D
D e v e lo p m e n
t o f b r a n d
P O S I T I O N I N
G
B r a n d S t r a t e g y d e f in i t io n
B r a n d c o m m u n i c a t io n
m a n u a l
B r a n d v i s u a l a n d c l a im +
m a r k e t te s t
B r a n d t e a m & b r a n d c o u n c i l
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What did we
learn fromresearch?
4
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Research
Page 14
10.881 phone interviews
91 in depth interviews
2 Focus Groups
In 8 source markets(Austria, France, Germany, Italy, Hungary, Russia, UK, USA)
In Romania
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The Market Potential is close to 40 Mn people
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T O T A L O U T B O U N D T R A V E L L IN G P O P U L A T IO N 1 7 0 M n
P O T E N T I A L D E M A N DN ot interes ted
in R o m a n a
8 3 M n
P R IM A R Y D E M A N DMaybe
S e c o n d a r y d e m a n d4 0 M n
4 9 %
2 3%
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6 products provide good options for growth
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Touring holidays
Wildlife and nature parks
Countryside and rural tourism
Wellness & health holidays
City Breaks
Active & adventure
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The primary demands needs and motivations fit very well
with Romanias offer
Page 17
__ Less important to Romanias CorePotential group ++ More important to RomaniasCore Potential group
Main destination choice factors
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Nature (Carpathians, Delta, landscapes) is THE major attraction of
Romania for those who have been to Romania
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Base: Those who have been to Romania before (1.707)
Nature
Attractive of Romanian main tourism assets
- In %-
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Which is the
brand and itspositioning?
5
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Romania Brand
Kind Innocent Pure
Authenticity
Unspoiled nature
Unique culture Safety
Discovery Spirituality Green
ATTRIBUTES KEY VALUES PERSONALITY
Brand
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Brand
Visual
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Romanias brand positioning
1. TargetTo the discerning travellers looking for unique/ new
destinations with wild nature and authenticculture
2. Frame of
reference
Romania offers explorer itineraries and places to stay to
live rewarding travel experiences
4. Reasons
to believe
all this supported by our unique mix of Latin andByzantine cultural heritage, a high share of protected
spaces and the preserved traditions of Europes most rural
society
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.)
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What strategy
should thebrand follow?
6
B d d l t t t i f k
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Brand development strategic framework
INCREASE BRAND POWER
1. Increase strength
and stature
2. Improve user
experience
S1.
Start-on strategy
S2.
Media innovation strategy
S3.
Create a brand
communication platform
for stakeholders
S4.
Develop unique Romanian
experiences
S5.
Provide a satisfactory
stay in Romania
S6.
Activate localstakeholders
G
oal
O
bjectives
S
trategies
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Some recommended tactics
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Go for new
mediaContent library
Five top guides
on board
Use of specialized
media
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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
We care program
Annual Tourism
Congress
Implement a system of
labels
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What about
baseline &visual?
7
B d i l d b li
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Brand visual and baseline
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3 main concepts
Nature Unique culture Explore
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The process
62 visuals 105 claims
Technical filtering
Considered
7 7
The process
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7
visuals
7
claims
Market test
Brand council
Brand team
The process
2nd Market test
Fine tuning and
development of alternatives
Final versions