Two years after CNN’s clips advertising Romanian tourism worldwide, another American campaign was launched, depicting the country’s beauties to foreigners, for five times less money. Its message: come see landscapes and traditions untouched by time or modernity. The 2011 campaign that advertised Romania as a touristic destination under the slogan “Explore the Carpathian Garden” consisted of three clips. To air them on three foreign television channels – Eurosport, Euronews and CNN – the Ministry of Regional Development and Tourism paid approximately EUR 4.9 billion. The amount included expenses for CNN, one of the major American news channels, designing and producing the clips, which gave an overall account of castles, garden houses and natural landscapes. This year, the National Authority for Tourism hired another American television network to design the advertisement strategy of Romanian tourism, namely, Scripps Networks International Limited. In exchange for EUR 904.534 VAT non-included, the network designed, filmed, produced and edited a series of advertising clips about Romania.
