Romanian national tourism campaign, signed by Carter Films, Godmother and Media Investment

Creativity, Marketing

Carter Films, Godmother and Media Investment are the 3 Romanian agencies that worked implementing the Romanian tourism campaign that will run nationwide, in Romania.

Romanian Ministry of Regional Development and Tourism launched the internal radio-TV campaign on April Fools, as brand’s communication strategy and the 2011-2015 marketing plan recommend.

The campaign aims to increase the number of tourists that are spending their holiday in Romania and increasing the occupation degree for tourist facilities. The action is part of the Romanian promoting project under the national tourism brand and is financed via non-reimbursable European Funds, through the Regional Operational program. The purpose is to create a positive image for Romania as a touristic destination through defining and promoting the national tourism brand.

The agencies that were chosen to make the campaign were chosen following separate processes of acquisition for: creation and production of video ads, creation and production of radio ads and, respecively, for dissemination of the campaign. The total value of the 3 contracts is of RON 7,23 VAT not included (almost Euro 2M).

Campaign’s ads will be broadcasted from April till June and from September till December on Pro TV, Radio Romania Actualitati and  Radio Europa FM.

The media pitch was won by Media Investment – agency part of The Group – for a total budget of RON 6,87M VAT not included.

The creation and production was made by Carter Films for Video ads and by Godmother for the radio ones. The TV and radio ads present Romanian touristic products that were used as base to define the national touristic brand.

Romania’s tourist brand, under the slogan “Explore the Carpathian garden”, was launched on July 29, at the 2010 World Expo in Shanghai. The slogan will be used to promote Romania as a tourist destination in the upcoming years.