Destination Estonia. Activities through branding 2008-2010

1. Destination Estonia.Activities through branding2008-2010 Elin Priks Destination Marketing Consultant for Latvia, Lithuania Estonian Tourist Board Enterprise Estonia Our plans and goals Who are our target markets and how they are chosen What are the tourist products we promote and how Brand Estonia Our plans and goals Who are our target markets and how they are chosen What are the tourist products we promote and how Brand Estonia

2. Marketing for Sustainable Growth increase the awareness of potential target market tourists regarding the possibilities and tourism products of Estonia as a tourism destination and create purchasing desire; increase the incoming information queries from foreign markets regarding Estonia as a tourism destination and tourism products; inform the target market travel agencies about the possibilities of Estonia as a tourism destination and tourism products. Information visitestonia.comInformation visitestonia.com

3. The aims Build positive image of Estonia abroad Create positions of strength in more markets Spread business beyond Tallinn Grow business also on lower season Increase length of stay Project is in co-operation with ship and airplane companies, travelling companies, hotel and other associations, local intrest groups (local goverments ect)Project is in co-operation with ship and airplane companies, travelling companies, hotel and other associations, local intrest groups (local goverments ect)

4. Criteria in Prioritising Markets Size of Potential Market Market Performance to Estonia Attractiveness of Market (Access, Yield, Responsiveness, Buoyancy) How we choose markes?How we choose markes?

5. Priority target markets The target markets with the greatest potential to generate an attractive return on marketing investments can be defined in five categories on the basis of: 1. Primary markets: Finland, Russia, Germany, Sweden. 2. Secondary markets: Norway, Great Britain, Latvia. 3. Domestic tourism 4. Tertiary markets: Poland, Italy, France, Lithuania, Spain. 5. Developing markets: Japan, USA. the greatest potential to generate an attractive return on marketing investment have been prioritised taking account of their �Market Size, the number of trips made to Estonia, and the general attractiveness of Estonia �the greatest potential to generate an attractive return on marketing investment have been prioritised taking account of their �Market Size, the number of trips made to Estonia, and the general attractiveness of Estonia �

6. Overnights of domestic and foreign tourists at accommodation establishments of Estonia, Jan.-Nov. 2003-2007

7. Target Segment First-time, General holiday tourist Coming, mainly, from Northern Europe Short break, or Combined with Baltics/Nordic

8. Tourism product trends Main purpose of overnight trips in 2007: � holidays 54% � SPA and wellness holidays 4% � business and conference trips 14% � visiting friends and relatives 18%� other purposes 10% Revenue from inbound tourism: 1.05 billion euros

9. The analysis of the demand and potential of target markets has made use of statistics from the European Travel Commission, IPK International and the Statistical Office and the results of surveys for travel agencies and end consumers commissioned by Enterprise Estonia on the target markets. Estonian tourism services and products have been devided into 5 main themes The analysis of the demand and potential of target markets has made use of statistics from the European Travel Commission, IPK International and the Statistical Office and the results of surveys for travel agencies and end consumers commissioned by Enterprise Estonia on the target markets. Estonian tourism services and products have been devided into 5 main themes

10. Activities related to target market tour operators, foreign journalists and tourists are built around the camapign-related themes and product groups. Activities related to target market tour operators, foreign journalists and tourists are built around the camapign-related themes and product groups.

11. Info channels for planning a trip to Estonia

12. Main channels to get to potential tourist Primar markets 37% of activities and budget, secondary 15%, domestic 8%, 4 size markets 13%, developing markets 5%, media and data 13%, conference tourism 5%, researches 2,5% and supplemation of marketing 1,5%Primar markets 37% of activities and budget, secondary 15%, domestic 8%, 4 size markets 13%, developing markets 5%, media and data 13%, conference tourism 5%, researches 2,5% and supplemation of marketing 1,5%

13. Tourism Brand Estonia Dramatic medieval heritage, set in a beautiful, ecological haven. Patterns, colour schemes and typefaces which reinforce the clear visual identity of national brand. The introduction of Estonia as a tourism destination will continue to use in the design the language of Brand estonia project for visual solutions. Each market will be approached individually and according to product group/theme. The theme phrase Nordic with a twist will continue to be used as the main summarising name, which tourists belive better characterises Estonia.The introduction of Estonia as a tourism destination will continue to use in the design the language of Brand estonia project for visual solutions. Each market will be approached individually and according to product group/theme. The theme phrase Nordic with a twist will continue to be used as the main summarising name, which tourists belive better characterises Estonia.

14. Stories of Brand Estonia to attract tourists: 1. �Nordic with a Twist� You like a stormy view, rough coastline, snowy forests, minimalist churches, clean streets, well-groomed gardens, intriguing stone architecture or modern glass edifices, and many blondes � but you know that Scandinavians may be so boring and sterile. Come and see the effect of a dose of extravagance, irony and experimenting in Estonia.

15. Stories of Brand Estonia to attract tourists: �2. �Ecological Haven� Being one of the least densely populated and unspoilt regions in Europe, Estonia with its 1500 islands, rich flora-fauna and primeval forest is the perfect place to rediscover yourself. Also slogans �There is more to Estonia than Tallinn� �Appropriate for a tourist country� �Unconventionally chic�

16. New trends in 2008-2010 Bigger and specific attention and products for potential tourists and markets. Actions will be planned according to themes and product groups. More efficiant co-operation and study tours with travel agencies who already sell Estonia as a travelling destination.

18. Thank you