Tourism Minister and BRD – Groupe Societe Generale signed, yesterday, a contract providing that the Romanian tourism shall be promoted, over one year time, through the great former sports celebrities Nadia Comaneci, Ilie Nastase and Gheorghe Hagi.
The promotion campaign will cost, according to Tourism Minister, Elena Udrea, a few million EUR, out of which EUR 2 M shall be used to broadcast a TV spot on two high rating TV channels. The campaign will be conducted under the logo “Romania, land of choice” and it will include also print outdoor ads, even on Internet web sites. The promotion campaign shall be designed by ADDV Euro RSCG, and the design of the spots and ad prints will be supported by BRD, the promotion being paid by funds earmarked by Tourism Ministry.
Udrea explained that this campaign would be conducted under the logo “Land of Choice”, which is a lyric from the future tourist anthem of Romania because she has noted that this phrase had been successful. Part of the campaign will take place under the form of post cards, where Hagi is associated with a bear from the Carpathians, Ilie Nastase, with a lynx, and Nadia with a lake bird.
Patrick Gelin, president – director general of BRD Groupe Societe Generale, who participated in the press conference, said that Romania’s image abroad reflected the country’s actual situation only to a little extent.
Elena Udrea specified that this campaign would primarily target countries such as Germany, Spain, France, Austria, Israel and USA. She added that this campaign must not be mistaken as country brand.
BRD: BNR should reduce the key interest rate
Speaking of others, the BRD official added that the National Bank of Romania (BNR) should reduce the key interest rate at the next monetary policy session, on May 6, as long as lending remains low, in spite of the high liquidity in the market.
Gelin points the issue is not related to the minimum mandatory reserves of banks, but to the annual rate. However, bankers have complained before over the high minimum mandatory reserves BNR requires banks to set up, saying this impedes liquidity in a time of crisis.
At its last meeting on March 31, BNR decided to keep the main rate at 10 percent per year and slash the level of minimum mandatory reserves at passives in foreign currency maturing in more than two years from 40 percent to 0 percent.