An outline of a new tourism brand for finland
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An outline of a new tourism brand for Finland . Jaakko Lehtonen Director General Finnish Tourist Board FTB. a country brand should have clear objectives - civic - economic - social.

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An outline of a new tourism brand for Finland

Jaakko Lehtonen

Director General

Finnish Tourist Board FTB



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  • December 2006: Government decision-in-principleon raising the development of Finland’s country image to top of agenda

  • Finland Promotion Board given permanent status of official committee headed by the Ministry for Foreign

  • Affairs

  • Members include Finpro, FTB, TAT Group and other organisations

  • Primary responsibility for development of the country’s tourism image vested with the FTB


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  • Finnish country branding efforts launched

  • Scientific viewpoint provided by independentworking group comprising Teemu Moilanen and Seppo Rainisto

  • representatives of major corporations and thecommunications sector act as sparring partners


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  • dimensions of the brand defined

    • - political, social and cultural country image

    • - a country image that supports corporate exports and internationalisation as well as the perception of Finland as a good investment environment

  • - tourism-oriented country image


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  • Deliberations on the form of the tourism-oriented country image started in 2007

  • preparatory work on the commercial perspectiveinvolved people from the FTB, foreign ministry and tourism directors from Helsinki, Tampere, Turku and Lapland as well as the Ruka ski resort

  • Consultancy support provided by Trainers' House / Ignis


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COOL

credible

contrasts

creative


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  • the intention is not necessarily to use the four Cs as such in communications

  • however, communications and especially actions must support at least one of the Cs

  • companies in tourism as well as other sectors are quite interested in this

  • the Cs have not been shot down by any party



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  • in all, the development of a brand for Finland is a long road that will take decades to complete

  • involved are countless elements which must be aligned

  • money and personnel resources are, of course, also a part of the picture – continuity a key issue

  • in essence, this involves action – communications

  • alone do not a brand make, although communications are almost certainly also needed


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