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Campaign name: Romania in the Flesh
The rate of tourists in Romania decreased a lot. We wanted to change that. For that to happen we had to get people excited about Romania. So, we addressed the one coming here the most –the Germans- by creating a new expectation, a new reason to explore more - make them understand that Romania is worth visiting, even in such times, because great places are never in crisis. Our strategy was to take advantage of the most common symbol of Romania, Dracula and transform its meaning. First of all, make people discover the real thing about the legend of Dracula and that he was actually a person (Vlad Tepes, the Ruler) who represented a whole country. And as a legend should be lived to its fullest, tourists were invited to come here following Dracula’s traces (with our message: Dracula is alive) and then see the beautiful routes of Vlad Tepes, by itineraries with places he grew in, he lived, visited, fought and died. We wanted to demonstrate how reality can be even greater than fiction. In Romania, there will be faced with another challenge: prove their presence in these places, by taking pictures and send them to the competition with a free journey to Romania –whenever they want- as a prize.The campaign evaluation will therefore be done very easily as the efficiency of our actions can be monitored gradually, on each step we take.