Tampere for people like you

Basing on the 4 Cs of VisitFinland campaign (Finland is Credible, Creative, Contrastive and Cool), Tampere looking in its marketing aims for the inert strengths and superiority factors of the area. These are used to crystallise communication and seek common tools to be used in marketing. The purpose of image advertising is to create a desirable and controlled image of the Tampere Region in the eyes of the target group, attracting more tourists. The uniform approach aims at better attention value, recognisability and effectiveness. This saves time, effort and money.

Travel marketing is especially aimed at foreign tourists. Finland attracts brave individualists who: are looking for space and tranquillity, value clean nature and originality, and are visionary, modern, thinkers and humane.

Based on the workgroup's brainstorming, one feature was found to best describe the Tampere Region. The work sought a unique feature that distinguishes it from the competitors. Features that came up in the discussion included easy accessibility, nature and water, leisurely tension-free and relaxed atmosphere, and reliability and safety. But one feature was clearly most prominent... originality.

What does it contain? Honesty, attitude, 'come as you are', genuineness, beingyourself and being proud of it. The personality and style of the region will be utilised. It is not necessary to please everyone but the target group. A new type of visible marketing is sought-a unique approach which will, in time, become a recognisable trademark of the Tampere Region. What is needed:

- determination to support the ap proach,
- willingness to follow the new ap proach in different procedures,
- patience to expect results,
- the vision that something valuable may be achieved,
- the understanding that the desired image may only be created through systematic marketing.

The project VisitTampere Region is financed by tourism businesses, all the municipalities in Tampere Region and the Centre for Economic Development, Transport and the Environment. With the budget of 470.500 EUR for three years, the emphasis is put on marketing. The main activities are press trips for foreign journalists, participation in foreign tourism trade fairs in the destinations that we have direct flights from and organizing different marketing and sales events for the entrepreneurs.