1. Finnish Hospitality Association MaRa Communications: Aims & Activities 7.11.2011 communications manager Heli Satuli

2. MaRa’s communications Organisation: –Communications manager (all communication activities) –Managing editor of Vitriini-magazine –Editor (Vitriini-magazine) –Publications specialist (web, brochures, books, etc.) Mission: to support association’s strategic goals to strengthen MaRa’s role as industry’s spokesperson Main tasks & tools: 1) Member communications: daily updated www-pages, extranet for members, monthly e-newsletter, Vitriini-magazine, communications working group (consists of member companies’ communication managers), monthly media survey

3. MaRa’s communications 2) External communications: Webpages, campaigns, brochures, Vitriini- magazine, personal contacts Media relations: 2-4 press conferences/ year > economic outlook & other topical issues Press releases when needed (quality, not quantity!) 16 press releases so far in 2011 Close contacts with key journalists “Be available when needed” > fast, friendly, fact based

4. MaRa’s media relations 355 articles/interviews concerning MaRa was published between Jan-Oct this year Mainly positive news for the hotel, restaurant and tourism industry > alcohol & economy are always interesting Topical issues in the Finnish media: Grey economy in the restaurant business (MaRa’s 6 € pizza campaign), night clubs’ difficulties, growing levels of imported alcohol from Estonia, pop-up restaurants, government support to cruising lines, unreasonable bans related to food hygiene or serving alcohol in restaurants, etc In addition MaRa has raised topics such as: Sector’s economic outlook, successful outcome of the court case against the Finnish Composers' Copyright Society Teosto, statement against Government’s plan to cut tourism & restaurant education

5. Grey Economy – Black Future -10 % of the Finnish restaurants’ turnover is grey > growing According to the police the figure is 400-500 million euros/ year -Most common forms: Wages are paid in cash, no taxes are paid, transactions are unregistered, Double accounts, cash is the only accepted form of payment -Players: Small independent pizza-kebab Restaurants, small pubs in suburbs = non-members

6. A new massive campaign - Why? Previous done in Finland in the 1990s Grey economy is growing at alarming rate Surveys show especially young people don’t know/care Part of Government’s grey economy action plan Everyone can avert grey economy

7. Who are the organizers? Biggest campaign ever: 22 organisations! 4 ministries + employer organisations & unions Finnish Hospitality Association MaRa is one of the main partners + Confederation of industries EK, Confederation of Finnish Construction Industries RT, etc. Police leads the campaign

8. Campaign’s visual identity

9. Bus stops in the Helsinki region

10. Campaign home: website MaRa’s messages Test & game Story Facts

11. Grey restaurant market: MaRa’s messages Always ask for a receipt and check it out: date, amount, VAT 13%... Keep your eyes open: avoid a restaurant that changes its name frequently Look at the prices: a restaurant that sells pizza for less than 6 € or a pint of beer for less than 3 € is most probably grey

12. MaRa’s messages Grey restaurant is often also a health risk Employees are paid less than the minimum wage (collective agreement) No social security fees, no summer workers, etc. Timetable: campaign continues the entire autumn + 2012 First results: according to a survey young people (15- 34 y.) remember the campaign, think grey economy is harmful to them, will ask for receipt in a restaurant & feel that government should do more to fight against it