Document 2010 05-21-7300459 0 Pre Zen Tare Strategie Brand Turistic Consoriu Thr Tns

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

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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?

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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?

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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?

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Research

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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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& for

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

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__ 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?

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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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& for

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?

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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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Develop 10 top national/ regional experiences

Develop top 5

itineraries

Develop experiential

web site 3.0


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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

Document 2010 05-21-7300459 0 Pre Zen Tare Strategie Brand Turistic Consoriu Thr Tns

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Transcript of Document 2010 05-21-7300459 0 Pre Zen Tare Strategie Brand Turistic Consoriu Thr Tns