Fig. 4 – A small collection of posters that illustrates the Sibiu – „European city of culture” brand


Long term cultural development of the city. Attracting national and international visitors. Improving the feeling of local pride and trust. Increasing audience for cultural acts. Improving social cohesion and European development. Improving cultural and non-cultural infrastructure. Promoting European cooperation. Promoting creativity and innovation.


As such, the brand of “a city of culture – a city of cultures” and mediati-


sation of this image brought the Romanian city approx. one million tourists throughout the entire year (the largest number in history, double from 2006 and triple from 2005), out of which 40% were foreigners – from Germany, Luxembourg, France, Belgium, the Netherlands, Great Britain. The costs of developing cultural projects were approx. 13,4 millions


euro, (out of which approx. 61% from the local budget, 35% from the Ministry of Culture and 10% from the European Commission, and other sources), and the income from cultural events and tourism throughout the year amount to 200 millions euro. Sibiu is the first Romanian example of economic refreshment through


the use of city branding, as a marketing strategy, in the spirit of urban man- 100


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