Branding Romania: The ladies from the Romanian United Fund who succeeded in building a network of over 60 communities of Romanians worldwide, new ambassadors of “The Road That Unites – Via Transilvanica”

The Via Transilvanica “Road That Unites” project carried out by the Romanian United Fund (RUF) in Chicago has managed to bring – probably for the first time - an identity branding program for over 60 Romanian communities around the world.

Born from the initiative of Tășuleasa Social five years ago, the Via Transilvanica project “The Road That Unites” - the long-distance trail that crosses Romania from Putna, where Stephen the Great rests, to Drobeta, where King Carol I entered the country, - is a national branding project through nature, tradition, and Romanian spirituality, promoting the natural and cultural heritage through a concept that combines the love of the country with technology and sustainability.

On one hand, the 1400 km of the route brings a new breath of prosperity to the over 400 localities it passes in the country. On the other hand, "The Road That Unites" has also achieved an unprecedented coalescence of communities through hundreds of "ambassadors" from among Romanians everywhere and friends of Romania. 

The Via Transilvanica promotional kits, which include everything from the Hiker's Guide to video materials or from mini-milestones of the route to bean-bags and event tents, were produced and distributed for free by RUF to those who signed up on the list of interested parties following a large international promotion campaign. 

This is a virtual "road that unites", beyond borders, bringing together Romanian communities through an identity story with which they can proudly present themselves in front of the society they are part of.

From May to November 2023, over 60 Diaspora communities from the USA and other countries were equipped with promotional kits for the Via Transilvanica route, winner of the Grand Audience Prize at the Europa Nostra Awards Gala. The "Road That Unites" project was initiated and conducted by the Romanian United Fund team, USA – from design to production, dissemination, and promotion towards Romanians everywhere. 

It is probably the first time when dozens of communities around the world simultaneously benefit from a coherent, valuable, and visible set of presentation materials and participation at the level of the most respected fairs, festivals, or events, as part of a positive and fascinating story about Romania as a cultural brand or tourist destination. 

The need for country projects, for symbols that are authentic and up-to-date at the same time, especially in the area of tradition and spirituality, is a real one, deeply felt by all generations and a potential catalyst of great power for the unity and solidarity of Romanians everywhere. This is the need for emblematic, flagship projects, which mark in the memory of Romanians but also of the societies of residence, the value of identity and the Romanian spirit. 

Any Romanian immigrant in the USA, Canada, Europe, Africa, or New Zealand, when asked at some point about his country, can tell you that Romania is known outside its borders as the country of Dracula, orphan children, a former communist dictatorship, or, in the best cases, the country of Hagi and Nadia Comaneci. In some cases, mistakenly, Romania is considered an ex-Soviet country, "which speaks Russian". 

The project created by the Romanian United Fund aims to promote Romania’s image abroad through Via Transilvanica, a Romanian touristic and cultural brand that can thus become a true symbol for 21st century Romania - a country that wants to redefine itself through tradition but also through European values, through hospitality but also through sustainability. 

Via Transilvanica is a way for the diaspora to reconnect with Romania - virtually, through its symbolism, messages, and stories, as well as by encouraging visits to Romania as a tourist or investment destination, as very well defined by Alin Ușeriu, the founder of Tășuleasa Social: "Via Transilvanica is a courageous road because it makes us rediscover landmarks and talk about who we really are, from the blade of grass on the bank of the Danube to the crests of the mountains. Via Transilvanica is identity. Because it offers us the chance to know our history, traditions, spirit better, and thus to understand ourselves better as a nation." 

"The Road That Unites" not only promotes a Romanian country brand to the global Romanian diaspora communities through the Via Transilvanica project but primarily aims to consolidate the global Romanian associative environment, create new networks, open relevant conversations around the promotion of authentic Romanian natural, cultural, and spiritual heritage.

Acest text face parte din proiectul „Drumul Care Unește” derulat de Romanian United Fund cu sprijinul Departamentului pentru Românii de Pretutindeni.