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GO WILD, CHOOSE ESTONIA
Storytelling Destination Marketing Campaign by Estonian Convention Bureau
ESTONIA ?
GO WILD, CHOOSE ESTONIA Storytelling Destination Marketing Campaign - - PowerPoint PPT Presentation
GO WILD, CHOOSE ESTONIA Storytelling Destination Marketing Campaign - - PowerPoint PPT Presentation
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
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Estonia in Brief:
§ Population: 1,3 million § Capital: Tallinn § Language: Estonian § Currency: Euro § Member of EU
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Capital Tallinn
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Most Advanced Digital Society in the World with 99% of services online
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HOW TO GET CLIENTS TO
CHOOSE ESTONIA?
HOW TO BE
VISIBLE AND ATTRACTIVE?
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We Decided to Go Wild
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EXTRAORDINARY VENUES Tallinn Creative Hub
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Seaplane Harbour
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Out-of-the-box Social Programmes
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Inspirational story-telling campaign with a playful slogan
“GO WILD, CHOOSE ESTONIA”
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Be adventurous and bold, choose a new fresh destination for your event, dare to be different!
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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
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- 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
Targets
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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 1
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Existing products
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ENJOYABLE, UNIQUE, MEMORABLE, AUTHENTIC, ENTERTAINING EXPERIENCES
Instead of selling products
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SELLING MEMORIES
Action Step 2
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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 3
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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)
Action Step 4
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Conference Hotels to Stories
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Event Venues to Stories
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Experiences to Memories
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Shared Stories
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Eye-catching and cost-friendly elements added to the existing booth design
Maximized Presence at Trade Shows
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Increased Visibility at Sales Events
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We Put Ourselves in Play
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REMARKABLE
RESULTS
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+ 60%
Requests
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Learn About Digital Estonia
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Dinner in the Bog
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Secret Event on a Secluded Island
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Post Tour to Kihnu Ladies’ Island
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+ 25%
website visitors
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LinkedIn
Instagram
+ 70%
+ 400 %
+ 110%
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+ 25 % New Members
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Media Coverage
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Speaking at Conferences
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Our Partners Adopted the Concept Further
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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)
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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!
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Go Wild, Choose Estonia!