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THE CORE OF THE VISIT FINLAND BRAND

How Finland lures international travellers Jaakko Lehtonen, Director General, Finnish Tourist Board. THE CORE OF THE VISIT FINLAND BRAND. VISIT FINLAND BRAND ATTRIBUTES -4 Cs BRAND PROMISES. CREDIBLE. CONTRASTING. CREATIVE. COOL. The True Strenghts of Finland.

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THE CORE OF THE VISIT FINLAND BRAND

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  1. How Finland lures international travellersJaakko Lehtonen, Director General, FinnishTourist Board

  2. THE CORE OF THE VISIT FINLAND BRAND

  3. VISIT FINLAND BRAND ATTRIBUTES -4 Cs • BRAND PROMISES

  4. CREDIBLE

  5. CONTRASTING

  6. CREATIVE

  7. COOL

  8. The True Strenghts of Finland The Visit Finland brand is based on • truestrenghts in the context of travelmarketing and in relation to othercountries • that Finland representrealexoticism • a differentiationfromusualvisual and contentualclichés in travelmarketing • managingexpectations and creating the rightkind of mindsetamongtravellers • Challengerbrand • Hilarious • Irritating • symphatetic

  9. The following pairs represent the mindset of Finland – what the strenghts of Finland are and what they are not.

  10. Finland is not Finland is

  11. Finland is about gorgeous waterfronts.

  12. Finland is safe and secure.

  13. Finland is functional and modern.

  14. Finland is aboutnatural beauty.

  15. Finland is cosy and sympathetic.

  16. Finland is uncomplicated.

  17. Finland is authentic.

  18. Finland is aboutuniquenaturalexperiences.

  19. Finland is peaceful and quiet.

  20. Finland is real.

  21. VisitFinland'spromiseas a holiday country

  22. 0.7 % of all tourists arriving in a European country from another country choose Finland as their destination. Finland's share of all arrivals is 0.4 % globally. It is impossible to be too bold in this context. It is impossible to stand out from others by employing the "something for everyone" approach. wefocus on the earlyphases of travelplanning: dreaming Background

  23. Indie is an abbreviation for “independent”. Itmeans operating outside the mainstream. Finland – The indie country of tourism

  24. Communicationthemesfrom the consumerviewpoint

  25. Silence, please Cottage holidays, sauna, nature, etc. Pinpointingproductthemes Winter and Christmas Summer Activities Wild & freeSafaris, ski resorts,fishing, etc. Wellbeing Culture & Events Cultural beatSanta Claus, rally, design,health food, etc.

  26. For example: Sauna / Hole in the ice Cottages Holidays Nature , Well-being Silence, please

  27. For example: Motorized and dog safaris Snow and ice Boating/canoeing Wild & Free

  28. For example: Santa Claus Heavy music Berries, mushrooms, gifts of nature Finnish health food CulturalBeat

  29. Strategic profiling A) Lapland B) Lakeland C) Coastal area & archipelago D) Helsinki region A B C D

  30. Target groupbased on values • Ourprimarytargetgroupin brandmarketingconsistsof some 15 per cent of the world'stravellingpopulation, the "modernhumanists”. • Travelling to a country like Finland appeals to the values and attitudes of the selectedtargetgroup (RISC and VALS). • Noteveryone in the tourism business tries to market to thisparticularsegment. Thismeansthat the targetgroupcanbereached at lowercost.

  31. Whoare the 15 %? • Modernhumanistshavealreadyseen the metropolises of the world. Theyareopen to new experiences and self-development. Theyappreciatemost of all the quality of life and takingresponsibility for things (nature and purity).

  32. In countriesclose to Finland: productmarketingonly (e.g. Russia) • As distancegrows, more image marketing, lessproductmarketing

  33. ThankYou!

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