Gușterland Sibiu

Context

Gușterland is one of the most significant leisure projects developed by the Municipality of Sibiu, designed to become a new destination for spending free time, for residents and tourists alike.

The project needed more than an investment in infrastructure. It needed a strategy to define its positioning, its audiences, its direction of development and the way it would be communicated before and after opening.

The challenge

How do you build the identity of a project that does not yet exist physically, but that has to generate interest, trust and the desire to be visited?

In the case of Gușterland, the strategy was not only about promoting a future leisure park, but about defining a long-term vision of its role in the development of the city, of tourism and of the community.

The approach

• strategic audit of the project;
• market analysis and national and international benchmarking;
• analysis of target audiences;
• competitive analysis;
• positioning of the project;
• branding and communication directions;
• marketing strategy;
• phased communication plan;
• recommendations for community activation;
• performance indicators and evaluation mechanisms.

Deliverables

• full marketing strategy;
• competitive analysis;
• SWOT analysis;
• definition of target audiences;
• positioning platform;
• communication directions;
• implementation calendar;
• plan of activations and events;
• recommendations on long-term brand development;
• set of KPIs for performance monitoring.

Project value

The strategy was designed to turn Gușterland into a regional landmark for leisure and free time, capable of attracting both the local community and visitors from across the region.

The document gives the administration a strategic framework for the coherent development of the project, supporting decisions on communication, community activation, event organisation and the consolidation of the brand over the long term.