The Romanian tourist brand, which will be launched today inShanghai, will promote Romania through the slogan "explore theCarpathian garden," according to a market source quoted byMediafax. Officials of the Tourism and Regional DevelopmentMinistry did not wish to offer information on the name of thetourism slogan, but representatives of travel agencies and ofhotels on the market confirmed that "explore the Carpathian garden"was one of the final variants of the slogan.
Businesspeople in the travel sector and branding consultants saythe slogan's message is hard to decode by foreign tourists and cangenerate confusion considering that the Carpathian mountain rangecrosses several countries.
The creation and promotion of the tourist brand, financed with EUmoney, are part of a project to promote Romania's touristpotential, for which 75 million euros have been allocated until2013. 900,000 euros have been spent so far on creating the brand.Beatrice Danis, managing partner of branding consultancyBrandTailors, believes the slogan is too difficult to remember."Moreover, I doubt whether it's the right choice to include thename of the Carpathians in the slogan because I am not sure howwell-known they are internationally. This is not the Alps we aretalking about," she added. THR and Taylor Nelson together won theauction to create the tourism brand after submitting the lowestoffer, of 900,000 euros.
Businesspeople say they would have expected explanations as to whatit means and how a tourism brand can be used in order to attracttourists.
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