The #DTTT met Noora Uusitalo and Eva Kiviranta from Visit Finland who will be joining us on stage at #DTTTGlobal - Disrupting the Future Destination, on the 1st & 2nd of December in Brussels. As a National Tourism Organisation, Visit Finland certainly set the bar high for other destinations to follow and they do an amazing job with relatively small resources. The digital team will be at #DTTT Global to share more about the strategy behind some of their highly successful campaigns with the industry.
#DTTT: Tell about yourself and the work you do at Visit Finland
Noora works with our website and our social media channels. Eva is part of our PR and media team and works with digital influencers. We both enjoy finding creative ways to use content for digital channels. Most of our time is spent instagramming and occasionally gushing about Finland to everyone.
#DTTT: How many people are part of Visit Finland's team and what is the main focus of your organisation?
There’s around 30 of us at Visit Finland. Our main focus is to promote Finland as an appealing travel destination abroad.
#DTTT: What is Visit Finland's content and storytelling approach? How has this changed over the years if at all?
The approach has always been digital but now combined with heavy focus on visual storytelling and UGC. Before our time Visit Finland tried to offer everything for everyone but now we have a more specific audience whom we want to travel to Finland. With our target audience and challenger brand we have always aimed to be different and stand out from the crowd by highlighting our strengths – great visuals and creative approach.
#DTTT: What can other destinations learn from your content success and the way in which you present destination content on your website?
We have a clear tone of voice and visual world that we obey. You can see and feel it in everything that we do. We are not too serious and our content is created both to inspire and entertain. Our website is more like a magazine rather then just a storage for information. Reading one of our articles is always a visual experience with quality images, videos and related links that make you want to explore further from the inspiration stage to your arrival to Finland.
#DTTT: Tell us a little bit more about the campaign and content strategy behind the '100 Days of Polar Night Magic' and 'Tour de Relax' campaigns.
The campaigns were launched with a one-way marketing material produced by Visit Finland, but the main campaign content for both campaigns was created by the influential explorers we recruited to explore Finland. That way we leveraged on their audience and got authentic experiences to share on the campaign website and our social media channels. During the campaigns the explorers shared their experiences in Finland, and upon return to their home countries they continued to spread our message to the local media.
#DTTT: What would you say is the winning formula behind these great campaigns?
The communication was not just from a brand to its audience, but the explorers shared their authentic experiences to their broad audiences that came from our specific target markets.
The content created during the campaign is evergreen and is used on other campaigns and our digital channels making the campaigns useful in more ways than one.
#DTTT: In your opinion, what would you consider as major opportunities for destination marketing?
We think that the digital era we live in makes it possible for destinations to tap into phenomena that can surface really fast. Estimating what will catch on is hard – but still worth it because the costs are minimal compared to the possible outcome.
Collaborating with influencers whose audience is relevant to yours offers opportunities for spreading your message in an authentic way.
#DTTT: Why should DMOs not miss your talk at #DTTT Global?
We are a relatively small destination that makes the most of the fact that Finland is still quite unknown. With a creative content approach also small destinations can seem twice their size (and their budget).
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