We placed city signs with "Bucharest, not Budapest" in the welcoming area of the Bucharest airport, triggering the media attention. Then, we gave Romanians the tools to join the campaign: an online tutorial explaining the confusion, a browser add-on that added "not Budapest" to every "Bucharest" on the page and T-shirts with anti-confusion messages.

The main hotels joined the cause welcoming their clients with ROM kits explaining the confusion and touristic guides organized "Bucharest, not Budapest" tours of the city.

The campaign didn't get unnoticed internationally and even the mayor of Bucharest joined the campaign explaining the confusion.

The impact of the campaign in consumers' mind showed in brand indicators: a 10% increase in spontaneous awareness, 14% increase in “favorite brand” and brand image attributes reaching all-time highs.