GO WILD, CHOOSE ESTONIA Storytelling Destination Marketing Campaign by Estonian Convention Bureau
ESTONIA ?
Estonia in Brief: § Population: 1,3 million § Capital: Tallinn § Language: Estonian § Currency: Euro § Member of EU
Capital Tallinn
Most Advanced Digital Society in the World with 99% of services online
HOW TO GET CLIENTS TO CHOOSE ESTONIA? HOW TO BE VISIBLE AND ATTRACTIVE?
We Decided to Go Wild
EXTRAORDINARY VENUES Tallinn Creative Hub
Seaplane Harbour
Out-of-the-box Social Programmes
Inspirational story-telling campaign with a playful slogan “GO WILD, CHOOSE ESTONIA” ↓ Be adventurous and bold, choose a new fresh destination for your event, dare to be different!
Concept • Increasing awareness and visibility • Enhancing the image of a cool, fresh, lively destination • Proactively communicating authentic Estonian experiences • Creating / curating engaging content for digital marketing • Stories and personal touch added to every marketing activity to maximize the impact of the marketing message
Targets • Increase the number of requests and bookings +30% • Drive traffic to ECB’s website, SEO • Build the number of loyal fans and social media followers • Product development : new social and incentive programs • Create Marketing Tools for ECB members • Buzz at trade shows and increased media attention
Action Step 1 We CHANGED the FOCUS of our MARKETING MESSAGE Using INSPIRATION and CURIOSITY as selling tactics Telling intriguing , funny , engaging STORIES to catch attention and inspire ↓ GET ENGAGEMENT
Action Step 2 Existing products ↓ ENJOYABLE, UNIQUE, MEMORABLE, AUTHENTIC, ENTERTAINING EXPERIENCES Instead of selling products ↓ SELLING MEMORIES
Action Step 3 Inspirational stories combined with POWERFUL VISUAL CONTENT, leveraged as digital marketing magnets The same stories were told multiple times throughout the year : web, blog posts, social media, brochures, invitations, newsletters, press releases
Action Step 4 UNITED MESSAGE OF MEETING INDUSTRY ECB partners’ interests integrated into the campaign: sharing stories on all our different type of members (venues, hotels, universities, cities, DMCs, PCOs , catering companies, airport)
Conference Hotels to Stories
Event Venues to Stories
Experiences to Memories
Shared Stories
Maximized Presence at Trade Shows Eye-catching and cost-friendly elements added to the existing booth design
Increased Visibility at Sales Events
We Put Ourselves in Play
REMARKABL E RESULTS
+ 60% Requests
Learn About Digital Estonia
Dinner in the Bog
Secret Event on a Secluded Island
Post Tour to Kihnu Ladies’ Island
+ 25% website visitors
+ 70% Facebook + 400 % LinkedIn + 110% Instagram
+ 25 % New Members
Media Coverage
Speaking at Conferences
Our Partners Adopted the Concept Further
Campaign’s Budget / ROI Concept and content was created • and activities carried out by in-house team of 3 people within tiny yearly marketing budget Only non-paid promotion was used • Total costs: 2 500 EUR • (copytext writing, collaterals, dresses, brochure)
Conclusion “Go Wild, Choose Estonia” entry was submitted to ICCA BMA to showcase that with a BIT of CREATIVITY, CHANGING the PERSPECTIVE and THINKING OUTSIDE the BOX there is still hope for smaller convention bureaus / fellow ICCA members with limited resources to achieve OUTSTANDING RESULTS ! TO BE CONTINUED 2020!
Go Wild, Choose Estonia!
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