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Finnish Aura: A Vision for Future Tourism

This outline highlights the strategic development of a new tourism brand for Finland, incorporating political, social, and cultural dimensions. The efforts, initiated in December 2006 by the Finnish Tourist Board, aim to position Finland as a tourism-oriented country with a focus on economic and social objectives. The four key dimensions - COOL (credible, contrasts, creative) - serve as the foundation for building the brand image. Stakeholders from various sectors, including tourism directors and consultancy teams, are actively engaged in shaping the brand identity. The journey to establish a distinctive Finnish brand involves continuous communication and actions that resonate with the target audience. Implementing the brand strategy will require long-term commitment, coordination of resources, and a cohesive approach across different domains to enhance Finland's global perception and interests.

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Finnish Aura: A Vision for Future Tourism

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  1. An outline of a new tourism brand for Finland Jaakko Lehtonen Director General Finnish Tourist Board FTB

  2. a country brand should have clear objectives • - civic • - economic • - social

  3. 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

  4. 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

  5. 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

  6. 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

  7. four dimensions beginning with the letter C finally sieved from the broad stream of ideas and proposals COOL credible contrasts creative

  8. 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

  9. however, they are still mere proposals andnot decisions

  10. FTB customer feedback: www.mek.fi > Feedback • Many palavers with different groups scheduled

  11. 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

  12. 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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