2009’s key moments in media industry

Romania’s country brand has become in 2009 a hotspot on the Government’s agenda, after several attempts such as “Romania, simply surprising” (2001) and “Fabulouspirit”(2007) failed to turn the country into an international tourism destination. The ministry ran by Elena Udrea launched on May 1, the country’s promotion campaign “Romania, the land of choice”. The campaign included two ad spots, produced by ADDV and aired on Eurosport and CNN.

Last year, the Ministry of Tourism organized the pitch for the country brand. It will be a new attempt to bring Romania on foreign tourists’ “countries to visit” list. 13 ad companies, research or travel agencies joined the competition. The pitch was brought to a halt over disputes on the selection process of the three finalists. The ministry has chosen the bid with the lowest price - €895,000 - made by THR – Asesores en Turismo, Hoteleria y Recreation SA – Taylor Nelson Sofres SA, a price “suspiciously low”.