How would you promote a country that is not a mainstream tourist attraction? The Finnish Tourist Board has decided to use a conceptual identity to tell what Finland is and why you should come here.
Finland was eight in the 2010 Country Brand Index, ahead of the UK, Sweden, Germany and Italy. However, in tourism terms Finland is a challenger brand. Most overnight visitors come from Russia, Sweden, and Germany. "Visit Finland" is the conceptual identity that should attract travelers also from other parts of the world.
The new website (now in beta) of Visit Finland wants to communicate Finland's identity through four characteristics: credible, contrasting, creative and cool. Accordingly, it provides a top 10 list of reasons for traveling to Finland:
- Get off the beaten track of traditional European tourist attractions
- You need to hide
- You want to do something that your friends haven’t done
- You’re bored of crowded places
- You want to see Santa
- You want to experience clean nature (while the world still has it)
- You like to have fun in the snow
- You love the Moomins
- You want to learn real driving
- You feel cold (Come to the land of the sauna)
The Tourist Board has developed three themes that reflect Finland's core values:
SILENCE, PLEASE
"As a counterbalance to the hectic, ever-accelerating rhythm of daily life, Finland offers peace and quiet, and space to breathe, even in the heart of the city. Visitors can take things easy, stay at a cottage, enjoy a sauna, and explore an untouched natural environment."
WILD & FREE
"Every traveller would like to experience at least one memorable adventure during their holiday. Finnish nature offers opportunities for spectacular nature activities, such as snowmobile and dog sled safaris, island hopping by boat, canoeing in the archipelago, or even a snowball fight in the city."
CULTURAL BEAT
"The uniqueness of Finnish culture is recognised around the world, from its classic design and Father Christmas to heavy metal music and tasty fresh produce."
The Finnish Tourist Board has identified the type of travelers whose own preferences coincide with that of Finland. They are "modern humanists", according to the RISC Monitor research. About 15 percent of world travellers are estimated to be modern humanists, people who have traveled a lot and are seeking fresh options.
"Finland is for people, who have seen the major metropolises of the world and are open to further broadening their horizons. People, who find advancements in technology, sustainability and design close to their hearts." - Visit Finland
