Bulgaria presented its new logo and slogan to be used in promotional activities presenting the country as a tourist destination at a conference in Sofia. These new branding elements will be used in the marketing activities starting in the autumn of 2013.
“A Discovery to Share”, in English, (in Bulgarian, “Открий и сподели”), is Bulgaria’s new tagline. The new identity also includes 10 sub-brands which will promote different types of tourism, strategies for branding tourist regions and a pilot brand for the Trakiya region.
The new identity was created based on studies among tourists, tour operators, tour agents and industry experts. All of these “suggest that Bulgaria is still little known as a year-round destination. It continues to have a 1 D image in the minds of the foreign tourists, but those of them who have had a vacation here in the last two years already have a much more positive opinion: 90% of the tourist guests now are satisfied with their stay in the country and 80% would like to return, i.e. they have become attracted and loyal to this destination.”
The new Brand Bulgaria was created by a team of people from 11 countries who made a comprehensive research on 10 tourist markets. The drafts of proposed logos and slogans were tested in 12 foreign countries.
Bulgaria is a country which attracts many visitors from neighbouring countries year after year, managing to promote itself in the area as a very accessible destination for both summer and winter holidays. The country’s new slogan is indeed a good one, and a complex strategy with clear and consistent activities could indeed help Bulgaria be more famous worldwide, not just in the Eastern European region.