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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Finnish Tourist Board FTB
December 2006: Government decision-in-principleon raising the development of Finland’s country image to top of agenda
Deliberations on the form of the tourism-oriented country image started in 2007
four dimensions beginning with the letter C finally sieved from the broad stream of ideas and proposals
the intention is not necessarily to use the four Cs as such in communications
in all, the development of a brand for Finland is a long road that will take decades to complete
a successful branding effort will improve the perception of Finland and promote our country’s interests in many different spheres of life