Via Transilvanica – “Drumul Care Unește”

As part of Romanian United Fund’s “Drumul Care Unește” project, the initiative was positioned for global audiences, especially Romanian diaspora communities, as a high-impact country brand and cultural ambassador experience. The campaign emphasized promoting Romania’s positive image abroad through storytelling, community engagement, and heritage-driven tourism momentum linked to Via Transilvanica’s unique narrative and nationwide reach.

Key elements delivered:

Strategic positioning and messaging that framed Via Transilvanica as a symbol of national cohesion and cultural connection across Romania and its diaspora.
Promotional assets and outreach kits designed for diaspora partners, cultural organizations, and community leaders to localize campaign engagement and visibility.
Partnership activation with NGOs, diaspora networks, and heritage organizations to expand awareness, participation, and support for the trail as a social and tourism asset.
Communications strategy highlighting the trail’s dual identity as a heritage route and sustainable tourism platform that invigorates local economies while honoring regional identities.

The project leveraged Via Transilvanica’s “road that unites” concept to drive cultural pride, attract international attention, and position the trail as a living symbol of Romania’s heritage and collective identity.

Via Transilvanica is a national-scale cultural and tourism initiative centered on a 1,400-kilometer long-distance trail across Romania, branded as “The Road That Unites.” The trail, realized between 2018 and 2022, connects Putna in the northeast to Drobeta-Turnu Severin in the southwest, passing through ten counties, seven distinct cultural-historical regions, and more than 400 rural communities. It was conceived as a unifying social and heritage project designed to celebrate Romania’s natural diversity, cultural richness, and local traditions while fostering community development through sustainable tourism.