€100M
AI campus · phase I
In the Jiu Valley, we connected industrial heritage, local culture and geography through one coherent regional brand. Its architecture gives international tourism and technology investment a shared direction, with Aninoasa as the strategic gateway to Transylvania.
We built the brand around one attribute: Continuity. It links industrial heritage with a digital future across three levels: Ținutul Momârlanilor as the regional brand, Hunedoara at county level, and international positioning through ABM Travel and KING TRAVEL ROMANIA.
Signal. Not Noise. One story connects experiential tourism, industrial transition and technology investment.
The Jiu Valley and Hunedoara have a strong industrial tradition, but the transition away from coal left population loss and a fragmented public image in its wake.
The mountain landscape, cultural heritage and position as the Southern Gateway to Transylvania offered a solid foundation. Promotion remained local and tactical, with each initiative telling a different story. As a result, the mining past came to define almost the entire region.
Local initiatives operated separately, without a regional brand that connected them and made sense beyond Romania. Public perception remained dominated by industrial decline.
The geography, energy infrastructure and digital opportunities held tourism and technology potential. The region still needed structured inbound packages, a shared direction and a clear reason for international partners to take another look.
A dedicated website and a story drawn from local identity: tourism routes and the Gateway into the Land of Wolves at Aninoasa, on the Cândet Plateau.
Ținutul Momârlanilor at regional level, Hunedoara as a strategic gateway at county level, and international positioning that connects technology with cultural heritage.
Aninoasa and the Cândet Plateau become the region's entry point and a base for outdoor tourism experiences.
Brâncuși Tour Romania is a DMC package for 2026 and 2027, created for agencies, corporate groups and international cultural travelers. The route runs through Petroșani, Aninoasa, the Jiu Gorge, Târgu Jiu and Hobița.
The Aninoasa AI campus covers 100 hectares and anticipates €100M in investment. The direction also includes conversations with international partners and Dragon Tale, a WEB3 gaming universe built from the region's heritage.
Experiential tourism, technology and investment are connected through the same strategic architecture.
Ținutul Momârlanilor has a live website and strategic content. KING TRAVEL ROMANIA developed the Brâncuși Tour Romania package for the Brâncuși 150 anniversary in 2026, while the Aninoasa AI campus anticipates €100M in first-phase investment. Official dialogue, tourism routes and operating partnerships carry the same position beyond the region.
Sources: tinutulmomarlanilor.ro / kingtravelromania.com.
Aninoasa City Hall sent the Embassy of the People's Republic of China in Romania an official invitation for a research visit and economic and cultural cooperation in the Cândet area. The document brings the AI campus, cultural tourism and economic relations into the same regional direction.
A coherent identity makes a territory easier to understand and remember. Heritage becomes a tourism product, while partners and investors see one shared direction instead of isolated initiatives.
The same logic applies to a DMO, local authority, regional developer or entrepreneur in tourism, services or technology. When a place has strong roots but a fragmented image, a larger advertising budget leaves the underlying problem untouched.
A strategic brand architecture supported by ABM can turn identity into an international competitive advantage. This case connects Place Branding at regional scale, from Ținutul Momârlanilor to Hunedoara, with the ABM Travel packages developed through KING TRAVEL ROMANIA.
In a short diagnostic, we identify the positioning barriers and the point where the strategic architecture should begin.
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