Brasov City Hall will pay 130,000 RON to a consulting firm to create a new brand for the municipality, after the previous administration invested over 1 million RON—both from European funds and the local budget—over the last 12 years to promote the city at the foot of Mount Tampa as a tourist brand. This process previously included the creation of a logo and a promotional film intended for both international and domestic audiences.
Contractul include si crearea identitatii vizuale a orasului, respectiv a unui logo si a unui slogan.
“This is one of the objectives of this contract: for the respective firm to identify the values of Brasov’s residents and what defines them, so that the city brand is built taking these factors into account. Brasov has not had a city brand until now. Within the European project ‘Brasov – The Center of Romanian Tourism,’ a logo was created, along with an identity manual, but that was all,” stated the spokesperson for Brasov City Hall, Sorin Toarcea.
Within this European project, submitted for funding in 2010 with a value of 990,122.06 RON—of which non-reimbursable financial assistance was 753,814.29 RON and the Municipality of Brasov’s own contribution was 26,368.21 RON—the main objective was to promote the tourism potential of the municipality of Brasov through specific marketing activities, aiming to increase attractiveness for tourism and business.
At that time, to create this logo, qualitative research was conducted based on both detailed interviews with city residents and focus groups with key stakeholders in the tourism sector. This research revealed that the vast majority of subjects considered Brasov a tourist city and associated it with the idea of the mountains.
Subsequently, in the first part of 2020, also to promote the municipality as a tourist city, Brasov City Hall invested nearly another 100,000 RON in a promotional film produced by British journalist Charley Ottley.
Prior to the launch of the residence municipality’s logo, a tourism brand for Brasov County was also launched in 2009. Under the slogan “Be. Live. It,” this was created within a project coordinated by the Association for the Promotion and Development of Tourism in Brasov County (APDT), in cooperation with the Brasov County Council, the Brasov County Sustainable Development Agency, and the communication agency Firestarter. The promotion concept was based on a cooperation process with international experts in ecotourism and cultural tourism, as well as consultations with historians, ethnographers, and marketing and communication specialists.
Frequently Asked Questions
How much is Brasov investing in its new city brand?
The Brasov City Hall has allocated 130,000 RON for a consulting firm to develop a comprehensive city brand, including visual identity and a slogan.
What is the difference between the new project and previous ones?
While previous investments focused primarily on tourism promotion and logos, the new project aims to define the core values of the residents to create a holistic city brand.
Who produced the promotional film for Brasov in 2020?
The promotional film was created by British journalist Charley Ottley, with an investment of approximately 100,000 RON from the City Hall.