Visit Finland as the Challenger Brand of Travel Marketing

Visit Finland as the Challenger
Brand
Jaakko Lehtonen, 10.6.2010
Director General, Finnish Tourist Board

The Purpose of This Presentation
To crystallise
• the challenger mindset and style, which Finland takes on
to differentiate from its competitors
• the true strenghts of Finland on which the brand level
message is based
• the value and attitude-based segmentation: who are we
trying to reach?

• Starting from the brand promise, the attributes that
are considered true
• and positive about Finland as a tourist destination
were explored.
• More than a hundred attributes were shortlisted down
to four.
• All (by chance) begin with the letter C (in English).

• These were adopted as the cornerstones of Finland's
tourism country brand.
• The four C’s will not necessarily be used as such in
the communication.

The Four C’s
Creative Contrasting Credible
Technologically,
Seasons, east/west, Efficient
academically and culturally
cold/warm, midnight infrastructure,
attractive; architecture and
sun/winter darkness, services, safety and
design; with a touch of
sauna/ice swimming . security, and
creative madness
technology.
Cool
Nice, happening,
trendy, and refreshingly crisp .

CREATIVE

CONTRASTING

CREDIBLE

COOL

The Symbol
• Finland’s brand logo takes its inspiration from Finnish nature.
• In its visual language one can see references to the rocky banks of the Finnish
archipelago, the midnight sun, northern lights and movements of water.
• Even though it has an equivocal shape, the main function is to offer a
distinguishable shape for the Visit Finland marketing.

Finland is not about fancy swimming pools. Finland is about gorgeous waterfronts.

Finland is not unpredictable. Finland is safe and secure.

Finland is not foppish and florid. Finland is functional and modern.

Finland is not about artificial beauty. Finland is about natural beauty.

Finland is not big and impressive. Finland is cosy and sympathetic.
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Finland is not complex. Finland is uncomplicated.

Finland is not a place to show off. Finland is a place to be yourself.

Finland is not about fancy experiences that you could buy
anywhere.
Finland is about unique natural experiences.

Finland is not noisy and restless. Finland is peaceful and quiet.

Finland is not stitched-up situations. Finland is real.

CONSUMER INSIGHT

Individualism vs.
Mass-Tourism
• searching for new, unique
experiences as an alternative for
mass-tourism
• self-branding and -manifesting
through the selection of the travel
destination

Slowing Down
• searching for time and space as
a contrast to the stress of
everyday life
• a need to slow down in this
hectic world

New Spiritualism
• the raise of new
spiritualism to act as a
counterbalance to the
materialistic values
• self-development

Appreciation
of Pure Nature
• as a result to pollution, global
warming, diminishing water
resources etc. pure nature cannot
be taken for granted
• longing for the fresh and pure
nature that cannot be found
everywhere

Back to Basics
• back-to-basics, like simple
lifestyle, craftsmanship, home-
cooked food with good raw
materials, are becoming more
and more appreciated
• authenticity

Examples:

FINLAND

Contest:

Thank you!