Sometimes the strategic revelations come from the most unexpected places. This time, it was Google Maps. We were amazed to discover that the citadel of Alba Iulia was more than just ‘the most beautiful Vauban-style citadel in Romania’ or ‘ the largest military fortification in Romania’, as it was presented in the travel guides. Alba Iulia was ‘The Largest Citadel In Romania’. And it has been so for the last 3 centuries but nobody noticed. Finally Alba Iulia was ready to come with a touristic promise that no other destination in Romania was able to challenge.
Strategic brand positioning
Apart from a good the touristic promise, Alba Iulia needed a strong, long-term brand positioning. This is why we started by following the key elements that built the identity of the city along the centuries. We were surprised to find out that for the last 2000 years of history, Alba iulia has always been a small city but, paradoxically, it always had a disproportionately important role in the history of Transylvania and later, in the history of Romania. Perhaps Alba Iulia is not the actual capital of Romania but it is for sure...
‘THE OTHER CAPITAL OF ROMANIA’
ROMANIA’S FIRST CITY BRAND
The star-shaped citadel with 7 corners and 3 concentric walls inspired the most famous logo of any city in Romania