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The George Enescu International Festival and Competition – appreciated all across Europe – will be in 2013 at its 21st edition. The Festival has been inaugurated on September 4th 1958, but it was only in the last decade that it has really become an impressive display of culture: in 2009, there were 175 events, in which no less than 1800 foreign artists and 1300 local artists took part. The participants included 13 symphonic orchestras from Europe, 14 from other continents, 19 smaller groups, 6 choirs, 47 soloists. Organising such an event has been a massive challenge for the local administration of Bucharest. The present paper traces the impact of organising the Enescu Festival, the largest event in Romanian cultural life, and the echoes it has on the branding of Bucharest, taking into account its visual concept, the infrastructure used and its impact on classic and new media.

Case Study: The Impact of Organizing the George Enescu International Festival on the Branding and Promotion of Bucharest City