Processing Helsinki Tourism Brand Helsinki Brand Processing Helsinki Tourism Brand 25.1.2018 Helsingin kaupunki

Helsinki as Tourist Destination 16 million visitors 2007 3 million overnights 2 million foreign overnights 1million domestic overnights 270 000 cruise passengers, 274 cruise vessels in 2008 6th biggest congress city in the world (ICCA 2006) all year around destination (50 % overnights in summer, 50 % in winter) Main target market areas abroad: Russia, Germany, UK, Sweden and USA 25.1.2018 Helsingin kaupunki

Process 2002 - 2008 Image Surveys of Helsinki 2002 - 2008 every year from 20 different target market areas Branding Project 2004 – 2006 Customer Value Brand Project Travel Trade Seminars (2) Stakeholders meeting (2) Helsinki Brand presentation in Las Vegas 2006 Best of Helsinki Awards Implementation and Finland 4C’s 2006 - 2008 all our marketing material media and travel trade abroad – visits in Helsinki Finnish Tourist Board started Finland Branding Process Helsinki Brand approved by Finnish Tourist Board 25.1.2018 Helsingin kaupunki

Basic attributes for Helsinki marketing The Cathedral – symbol of the city Gate between East and West (slogan) Baltic Sea and archipelago around Helsinki A metropolis with human dimension versatile cultural programmes trendy city architecture – Jugend style and Alvar Aalto design green city with lush parks and less traffic 25.1.2018 Helsingin kaupunki

Brand core PRODUCT PROPERTIES: Seasonal, east/west, coastal Nordic capital EMOTIONAL BRAND VALUE: secure, no-nonsense SOCIAL BRAND VALUE: low hierarchy, accessible 25.1.2018 Helsingin kaupunki

Physical properties of the brand 3 Brand core Physical properties of the brand Helsinki equals seasonal, east/west, coastal Nordic capital 25.1.2018 Helsingin kaupunki

Physical properties of the brand operationalised by arctic destination seasonal: variation of food, clothing, sea transport, outdoor recreation, length of day/night, pace of life east/west: Senate Square, Suomenlinna Sea Fortress, Russian restaurants, emigrants, bilingual, Swedish habits, calendars, churches, food Nordic capital: government buildings, history, biggest city coastal: harbours, ferry traffic, schooners, over 300 islands, island restaurants, food, sea ice, climate, fauna 25.1.2018 Helsingin kaupunki

Emotional Brand Value Helsinki equals secure, no-nonsense 3 Brand core Emotional Brand Value Helsinki equals secure, no-nonsense operationalised by safety to move around, to eat & drink, shop, speak low corruption politically stable both sexes in all service functions 25.1.2018 Helsingin kaupunki

Emotional Brand Value CULTURE FUN EXTROVERT polite brave organised 3 Brand core Emotional Brand Value EXTROVERT polite brave organised exciting innovative honest CULTURE FUN reliable secure no-nonsense slow common sense obedient intelligent humor INTROVERT 25.1.2018 Helsingin kaupunki

Social Brand Value Helsinki equals accesible, low hierarchy 3 Brand core Social Brand Value Helsinki equals accesible, low hierarchy operationalised by good transport to/from good language skills politeness to foreigners compact town plan good pedestrian access employee empowerment 25.1.2018 Helsingin kaupunki

Helsinki brand – Time Out 25.1.2018 Helsingin kaupunki

25.1.2018 Helsingin kaupunki

25.1.2018 Helsingin kaupunki

Challenges Helsinki Tourism Brand vs. Helsinki City Brand -Greater Helsinki Promotion - Wine leaves as Helsinki symbol (?) Implementation local people social tolerance towards Russians and using slogan ”culturally blended from East and West” other stakeholders what they can really get from this brand survey made Spring 2008 25.1.2018 Helsingin kaupunki