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February 28, 2021

Country branding aimed at domestic market

The Tourism Ministry changed its strategy, being aimed the domestic market this time, in inception stage at least, trying to persuade Romanians to spend their holidays in the Carphatian Garden. According to “Jurnalul National”, the ministry kicked off the procedures towards buying April-June and September – December radio and TV ad time worth RON 6,935,484 – VAT not included, or nearly EUR 2 M, from European funding. The amount will be split, with 70 per cent going into TV advertisements and 30 per cent to radio, respectively. “The promotional campaign ‘Explore the Carpathian Garden’ is aimed at enticing increasingly many Romanians to spend their holidays in the country,” reads the Tourism Ministry tender book.

The ministry has also created the profile of the potential tourists: urban inhabitants aged 18 to 65 with, at least, medium education. The shift is rather odd to say the least, given a country branding is basically aimed at selling a country’s natural beauties to foreign, and not domestic tourists, which was exactly what Tourism Minister Elena Udrea said in July of last year at the Shanghai World Expo, where the country brand was launched.

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