Enterprise Estonia starts winter campaigns introducing Estonia as a tourism destination

At the end of October Enterprise Estonia started large-scale campaigns introducing Estonia in Finland, Sweden, Norway, Great Britain and Russia with the aim to popularize Estonia as a tourism destination and arouse interest towards Estonia as the place of spending one’s vacation during the winter period, EAS announced.

According to Tarmo Mutso, the director of Estonian Tourist Board, the campaigns held in St. Petersburg, Stockholm and Oslo focus mainly on the possibilities to spend one’s vacation in the city, the campaign planned in Helsinki mainly on wellness and relaxation. The small-scale activities directed to the end consumers have been also planned in London.

“The target group of winter campaigns is in average in the age of 35-55 to market Estonia as a tourism destination in also these age groups who mostly visit Estonia, “ Mutso said and reminded that the campaign of "Ispace Tallinn/Estonia" held from October up to December in MTV channels introduces at the same time the Estonian possibilities for tourism to the younger target groups in the age of 25-35.

The campaign “Estonia is close” started as the first already this week in St. Petersburg, the focus of the there campaign is the winter vacation for the families, year-end celebrations and city vacation in Tallinn and Tartu. The budget of the campaign to be held in St. Petersburg is EEK 3.9 million, of which EEK 3.45 million is the cost of media spaces. During the campaign the ads are displayed at the streets of St. Petersburg and in press. The radio ads are played in the underground of St. Petersburg and different radio stations. The two-week prize game series are held in radio, where the trip to Estonia can be won every day.

The separate site will be opened in the website of Visitestonia.com for the campaign with the best season offers of the Estonian entrepreneurs, the additional prize game “With 80 hours around Estonia” is organised. To increase the number of visitors of Visitestonia.com the internet banners are displayed in the different more popular web portals of St. Petersburg.

"St. Petersburg is close to us not only due to its geographical location, but the people of this region have strong relations with Estonia, they are interested in our culture and come to visit their friends in Tallinn and other Estonian cities with pleasure. We are very pleased to note that the campaign of the last year “Give Tallinn as a gift” was successful among the residents of St. Petersburg and the number of tourists started to show the positive trend, “ Mutso mentioned.

The winter campaigns held in other European cities start from November.

Enterprise Estonia organises the total of 80 different activities and events for the purpose of marketing Estonia as a tourism destination in 2008, in the course of which approximately 340 journalists are notified of the Estonian possibilities for tourism, besides the final consumers of target markets, with the aim to increase the number of media recordings at the target markets and 420 tour operators with the aim to expand the choice of tourist products offered by them at the target markets.

In the first half of 2008 several activities have been carried out for the purpose of marketing Estonia as a tourism destination, e.g. the event “Estonia pays a visit” in Helsinki, the conference of the global organisation of tourism journalists FIJET in Estonia, the tv-show “Trips in Estonia” in Finnish YLE2, “Have a vacation in Estonia” seasonal campaigns and 17 tourism fairs have been attended with the joint displays.

The programme of marketing Estonia as a tourism destination is co-financed from the Regional Development Fund of European Union.

Source http://balticbusinessnews.com/default2.aspx

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