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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

An outline of a new tourism brand for Finland

Jaakko Lehtonen

Director General

Finnish Tourist Board FTB

slide3
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
slide4
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
slide5
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
slide6
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
slide7
four dimensions beginning with the letter C finally sieved from the broad stream of ideas and proposals

COOL

credible

contrasts

creative

slide8
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
slide10
FTB customer feedback: www.mek.fi > Feedback
  • Many palavers with different groups scheduled
slide11
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
slide12
a successful branding effort will improve the perception of Finland and promote our country’s interests in many different spheres of life
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