VisitFinland Brand Book 175x220 · This brand book is a brief introduction to Finland´s travel...

VisitFinland_Brand_Book_175x220.indd 1 20.11.2014 12.58

Dear Reader,Travel marketing is a highly competitive business. However, marketing communications is full of clichés concerning both the visual style and the content. Breaking these conventions offers a huge opportunity for Finland – a chance to stand out.

This book is about the mindset of Finland as the challenger brand in the travel market.

Come and join us!

Jaakko LehtonenSenior Vice PresidentVISIT FINLAND

Mervi HolménDirector,Nation Brand and MarketingVISIT FINLAND

Come and join us!

Jaakko Lehtonen


The Brand ConceptFinland´s travel branding is based on the key idea that in comparison with most other countries, Finland is the unconventional alternative to places crowded with tourists.

It offers fresh and genuine experiences that really take your breath away.

The main target group for brand marketing consists of open-minded people who have travelled a lot and are seeking new options.

PAGE 1VISIT FINLAND BRAND BOOK


The mindset of Finland is the mindset of a challenger.We are different and act differently. Sounds like a no-brainer, but it takes courage to go out onto the empty playground, since new things can awaken insecurity. To be the fi rst is the only way to stand out from the crowd and get people’s attention.



Visual Style The need to stand out led us to break the visual conventions. For additional info about the visual identity see the graphical guidelines at imagebank.visitfinland.com

Tone of voice In travel marketing realism and humour are rather unknown genres. We tell about Finland in a real, laid-back and honest way, with a touch of gentle self-irony and pride. Also the things that are not said are important. Sometimes the actions and pictures speak for themselves.

LET´S MAKE SURE THERE IS MORE ACTION THAN WORDS.

PAGE 4 VISIT FINLAND BRAND BOOK


Easy toolkitfor brandmarketing:• Base it on Finland’s true strengths in relation with other countries

• Utilize real Finnish exoticism and mythology

• Use a visual and contextual style that differentiates Finland from others

• Avoid the clichés of travel marketing

• Create the right kind of mindset for travelers

• Hook people to come to VisitFinland.com



Something for everyone Noise and hassle

Packed Sweltering Superficial

About complex cultural codes For masses

Polluted Formal

Artificial Bling bling

Dangerous and unpredictable A place to show off

PAGE 6 VISIT FINLAND BRAND BOOK


VISIT FINLAND BRAND BOOK

The following pairs represent the mindset of Finland – what the strengths of Finland are and what they are not.

Something special for the ones that think they have seen it all Peace and quiet Spacious Fresh Holistic Straightforward For individuals Clean Inventive Natural Authentic Safe and secure A place to be yourself


is notPAGE 8 VISIT FINLAND BRAND BOOK


isPAGE 9VISIT FINLAND BRAND BOOK


“I have no material needs.Nature gives me everything.”



Thank you.


Visit Finland´s Travel Branding

As an unconventional travel destination, Finland is a fresh, individual alternative to places crowded with tourists. Finland is not something for everyone. Finland is something special.

In the travel market, Finland is a challenger. Like Apple in the computer business, the VW Beetle in cars, or Virgin in airlines. As such we have the responsibility to act like one. To break the conventions and be brave.

This brand book is a brief introduction to Finland´s travel branding and its mindset.

What are the real strengths of Finland that should be communicated? How to act like a challenger brand? How to stand out?

visitfinland.com

Printed on nature-friendly paper.Printed in Finland 2014.


VisitFinland Brand Book 175x220 · This brand book is a brief introduction to Finland´s travel...

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