1. Processing Helsinki Tourism Brand
Helsinki Brand
Processing Helsinki Tourism Brand
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2. Helsinki as Tourist Destination
16 million visitors 2007
3 million overnights
2 million foreign overnights
1million domestic overnights
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
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3. 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
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
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4. 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
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5. Brand core PRODUCT PROPERTIES:
Seasonal, east/west, coastal Nordic capital
EMOTIONAL BRAND VALUE:
secure, no-nonsense
SOCIAL BRAND VALUE:
low hierarchy, accessible
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6. Physical properties of the brand
3 Brand core
Physical properties of the brand
Helsinki equals
seasonal,
east/west,
coastal Nordic capital
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7. 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
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8. 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
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9. 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
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10. 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
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11. Helsinki brand – Time Out
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12.
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13.
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14. 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
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