Tasks for the Carpathia brand

Methodological assumptions of the Carpathian brand strategy and its tools

The Brand Synergy methodology based on the Brand Foundations DDB Worldwide tool was used to describe the Carpathian brand strategy. Brand Synergy is a method of developing a coherent brand strategy, in particular used in the case of complex brands, including such as brands of cities or countries. At the same time, it is a structured tool that allows to describe the brand and its current image, and on the other hand, to create a clear vision of the brand's development in the future.

Why the Carpathians?

The Carpathians are mountains in Central Europe that are still little known and undiscovered by tourists from all over the world. There is no well-thought-out tourism promotion for the region, which has all the advantages to become one of the most popular tourist destinations in Europe. The Polish Carpathian Brand, established on the initiative of the Carpathian Euroregion Association, will distinguish tourism products and services from what is truly Carpathian and what is not. The brand was created for the area covered by the Carpathian Euroregion, bringing together the Carpathian regions of 5 countries: Poland, Romania, Slovakia, Ukraine and Hungary.

The Carpathian Brand is a new, strong impulse for the development of tourism based on the rich cultural heritage of the Carpathians and unique nature. A brand is more than just a logo. It is an idea that unites the inhabitants of the Euroregion in creating a unique tourist offer. Mark contains a story about the Carpathians, about how this Mystical Land bestows our senses with its authenticity, spaces, rich culture and unspoiled nature.

Zapewnić przestrzeń i warunki do refleksji nad życiem oraz poznaniem samego siebie

The mission of the Carpathia brand

The uniqueness of the Carpathia brand results from the combination of the diverse and multi-religious culture of the Carpathian lands and the extraordinary space of the mountains with the rich world of nature.

The offer of the Carpathia brand is to provide forms of spending free time as a search for a new way in life and getting to know oneself through contact with Carpathian culture and mystical space. The guests who come here have a feeling that, detached from their ordinary life, they can reach the meaning of their existence and find the right path and direction of personal changes.

Carpathia - the future of the economy of the Carpathian region

Carpathians - mystical mountains of Europe are still undiscovered for tourists from all over the world. Today, the most famous and popular mountain area on the map of Europe is the Alps. For years, they have been attracting tourists, offering them excellent conditions for winter sports and mountain hiking. As a result, the countries in which the Alps majestically rise to the sun are richer, their inhabitants have jobs and entrepreneurs have conditions for development. Could this also happen in the Carpathians? Yes, if the barriers to cooperation are broken and the forces and resources are combined to build one, a strong brand of the region - Carpathia .

Carpathians - with their mystical space, huge cultural potential and opportunities to provide tourists with emotional and sensual experiences, they have all the advantages to become a serious competition for the Alps and other regions of Europe. The infrastructure of alpine slopes, concrete trails and "candy" marketing are not enough for the modern tourist today. Today, he is looking for a mystical culture and meeting authentic people, untouched by civilization of space and wild nature. He will find it all in the Carpathians .

The Carpathians must meet the expectations of modern travelers. The answer is Carpathia , a breakthrough tourist brand that will distinguish tourism products and services from what is truly Carpathian and what is not. The brand will enable the Carpathians to become visible and attractive against the competition. It is a showcase of the region, it symbolizes its identity and personality. It will make it more popular among tourists, investors and new residents. The brand will also help to strengthen the sense of belonging of residents and local entrepreneurs to the Carpathian region.

The Carpathia brand was created for the area covered by the Carpathian Euroregion. This institution brings together the Carpathian regions of 5 countries - Poland, Romania, Slovakia, Ukraine and Hungary. The assumptions of the brand were included in the "Strategy for the development of sustainable tourism in the Carpathians" under the "Framework Convention on the Protection and Sustainable Development of the Carpathians". The Brand Strategy, developed by Swiss and Polish experts in a separate document, is based on four basic pillars of the region's identity:

Authenticity

The tourist offer of the Carpathia brand will be based on the real, traditional advantages of the region, such as living culture, customs, natural hospitality, local cuisine, unspoiled nature, dialect, costumes, music.

The experience of space

Traveling in the Carpathians will make tourists feel free, detached from the problems they have left somewhere behind the mountains. Open spaces and mountain landscapes will stimulate their positive emotions and help them relax mentally.

Understanding multiculturalism

Respect for nationality, religion and culture is the basis for creating a friendly and hospitable atmosphere in which guests will feel accepted and interested in the otherness and mystery of the Carpathians.

Humility towards nature

Unique nature is the most valuable asset of the Carpathians and its condition should be taken care of unconditionally. Tourists can experience its diversity and use its resources, provided that the laws of nature protection are respected. Carpathia is a return to the sources of tourism, an escape from mass tourism.

Przełamanie barier współpracy

Obszar Karpat, w tym obszar Euroregionu Karpackiego podzielony jest wieloma granicami: państwowymi, administracyjnymi czy organizacyjnymi. Stanowi to znaczącą barierę w rozwoju wspólnych, przełomowych inicjatyw takich jak Carpathia. Dzięki stabilnym podstawom organizacyjnym Euroregionu Karpackiego idea wspólnej marki ma wielką szansę powodzenia. Ponadnarodowa i niezależna struktura Euroregionu umożliwia przełamywanie barier współpracy i osiąganie postępujących sukcesów. Dziś nadszedł czas na zaangażowanie wokół idei marki tych wszystkich, którzy są zainteresowani zrównoważonym rozwojem Karpat i partnerstwem w budowaniu lepszej przyszłości regionu.

Carpathia partnership

The implementation of the assumptions of the Carpathia brand requires close cooperation of five sectors that have the greatest impact on pro-development activities in the Carpathian region. These are:

Local governments at all levels
Entrepreneurs
Non-governmental organizations
Scientific and research units
Media

Joining the partnership for the Carpathia brand will bring a number of benefits in terms of development and image. Entities joining the partnership will become beneficiaries of a breakthrough in Europe development mechanism based on an international territorial brand.

Carpathians today	The Carpathians tomorrow
colorful neglected undervalued unknown, mysterious, wild natural, friendly requiring some effort to be discovered free	brave looking for new challenges kind, generous intriguing, arousing interest, seductive friendly, outgoing, hospitable warm, affectionate and endearing full of energy, active natural, optimistic

Brand personality

The key element of the personality of the Carpathia brand is the ability to combine mystical features thanks to spacious, impressive landscapes, peaceful and secluded places, rarely visited by people and the rich tradition of highlanders. On the other hand, it is a region teeming with naturalness and friendly attitude towards guests. It is a place that encourages you to get to know your mystical side, the mystery of living in harmony with nature, with the natural order of the world. It is a place that humbly refers to the gifts of nature and allows you to enjoy its fruits (folk cuisine), breathe crystal clear air, hike trails, ride a bike / horse / ski. Guests who come here have a feeling that, detached from their ordinary life, they can reach the meaning of their existence and find the right path and direction of personal changes.

The Carpathia brand should above all: