Key Issue
During the last decades, the state organization, as we know it today, has suffered serious drawbacks in terms of credibility and ability to lead nations through good and, more importantly, bad times.
At the same time, the almost religious sense of "sacred", "greater than us" has remained intact for most people. As human beings, we all need positive, mass communicated principles, recognized institutions and/or individuals who can influence, even subconsciously, the collective mind. In some ways, a Royal House can be interpreted as such an institution.
Although a very young Royal House compared with other nations', the Romanian Royalty is a very deep-rooted one, and its historical contribution is still positively acknowledged by most citizens. In addition to that, the nation's need for unity, stability, pride and dignity calls for a model, for someone who can restore the national values and help rebuild its moral infrastructure.
The Royal Family of Romania, representing one of the nation's most prestigious institutions, The Royal House, felt that the time has come to step up and clearly communicate its profound commitment to the country and its citizens. However, The Royal Family of Romania felt it needed a thoroughly structured strategy and action plan.
Brand Academy Response
Brought in to design the communication strategy, Brand Academy focused on The Romanian Royal Family, as umbrella brand, and on the members of the Royal Family, as individual brands.
The strategy focused on the main direction of building an outstanding communication platform, including visual identity, literature and public relations, events and electronic communication to support the brands' endeavors and communications.
Business Result
The 2007 communication efforts of the Royal Family have improved dramatically, and the acknowledgement it received from the Romanian and international public surpassed all expectations.
On May 10th, 2007, His Majesty King Michael I was awarded Hanno R. Ellenbogen Award from The Prague Society and Global Panel Foundation, a prestigious award previously received by major international personalities such as Vaclav Havel, former President of the Czech Republic and Madeleine Albright, former US Secretary of State.
