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Acasă | Turism | Brand-ul Bulgaria ajunge la procuratura

Brand-ul Bulgaria ajunge la procuratura

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Oferta noului brand turistic bulgar va fi deferită procuraturii sub suspiciunea de conflict de interese. Oferta a fost realizată de echipa fostului ministrul bulgar ar Economiei, Energiei și Turismului Traicho Traikov. Procurorul urmează să probeze rolul jucat de Alexandra Lang, consiliera lui Traikov în probleme de marketing și publicitate, acuzată de implicare în conflict de interese, a scris cotidianul bulgar Standard, luni. Lang a fost eliberată din funcție după demisia lui Traikov, dar a continuat să lucreze în cadrul proiectului de promovare a brand-ului.

Noul logo a fost prezentat oficial acum două săptămâni și a stârnit o puternică reacție critică în rândul artiștilor, designerilor și oamenilor obișnuiți. Potrivit publicației Standard probațiunea în cazul documentației licitației publice a început deja, iar sfârșitul procedurii ar putea fi organizarea unei noi licitații în vederea elaborăii unui nou logo. Scenariul cel mai plauzibil ar fi ca actualului câștigător al licitației, Brand Bulgaria, să îi fie cerută organizarea unei noi proceduri de licitație și să îi ofere premiul în bani noului câștigător. Noile proiecte vor trebui să țină cont de rezultatele analizelor organizate pentru elaborarea primului logo, inclusiv culorile utilizate, piețele țintă, și imaginea din prezent a Bulgariei ca destinație turistică. 

Lang a infirmat acuzațiile de conflict de interese. Ea a spus că a participat activ la crearea brand-ului alături de firmele străine implicate și nicidecum ca proprietar al unei companii   implicate în proiect. ”Logo-ul este doar o mică parte din proiect. Nu a existat o licitație pentru logo, ci pentru crearea, implementarea și poziționarea unui nou brand integrat. Logo-ul este doar partea vizibilă a proiectului, și se adresează turiștilor din toată lumea. El reprezintă legătură emoțională dintre afacere și clienți. Este normal ca o asemenea inovație să întâlnească opoziție și ai nevoie de mult curaj pentru a nu renunța”, ar fi spus Lang.

Expertul în turism Rumen Draganov menționează că echipa a făcut o treabă slabă, și că a eșuat în încercarea atragerii celor mai experimentați și cunoscuți designeri bulgari. În opinia lui acesta este un simbol al corupției iar licitația trebuie anulată. Potrivit lui Draganov, detaliile proiectului fac reclamă doar proprietăților private (cum ar fi cursurile de golf) și nicidecum obiectivelor naturale deținute de stat. 

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