The document discusses how the Finnish Tourist Board uses media to promote Finland as a travel destination. Some key points:
1. The Finnish Tourist Board is a government-owned organization that markets Finland for tourism through various media channels both in Finland and abroad.
2. It discusses the importance of engaging media and influencers to promote Finland and generate interest among potential travelers.
3. The document provides tips on creating engaging content for press releases and working with journalists and bloggers to garner coverage and promote Finland.
How to use media for the advantage of your project - Eva Kiviranta
1. Media
- and how to use if for your project?
Eva Kiviranta
Finnish Tourist Board
@ekiviran #PM4SD
2. @ekiviran #PM4SD
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Who is this person?
What is FinnishTourist Board?
Why, and how do we work with media?
#socialmedia
Content is the king! Or is it the communities and influencers?
If you remember one thing, let it be this!
Did we learn anything?
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What are we talking about?
4. @ekiviran #PM4SD
Goverment owned organization aimed to market Finland as a travel destination.
That’s not all!
Finnish Tourist Board also does research on travel trends, helps the Finnish travel trade to develop, and manages the Finland Convention Bureau.
And this we do in Finland, France, Germany, Italy, Russia, UK, USA, China and Japan.
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5. If a tree falls but no one is talking about it,
did it still happen?
@ekiviran #PM4SD
7. @ekiviran #PM4SD
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1. WHY
2. WHAT
3. WHO
4. WHERE
5. HOW
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FINNISH TOURIST BOARD
1. Finland is a great travel destination!
2. You should visit Finland! That’s why we do
marketing, research and meetings and
seminars
3. Modern humanists
4. Online, on print and face to face
5. We are cool, creative, contrasting, credible
Why and how do we market?
10. @ekiviran #PM4SD
Create your own content
1. Grab the reader’s interest with the headline and first paragraph
2. Include numbers and quotes
3. One page of grammatical perfection
4. Where to get more information?
5. Sell the good CONTENT!
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Press releases
13. @ekiviran #PM4SD
How to work with journalists?
• What is the media?
• Stories!
• Guided visits
• They have the story, you have the
content
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How to work with bloggers?
• Research!
• Close co-operation with the blogger
• You need to trust them, but you don’t
have to be stupid!
• To pay or not to pay?
• Online is the key!
• Use and promote the content!
Do we need press and coverage?
15. @ekiviran #PM4SD
Blonde Gypsy
Off the Path
That Backpacker
Latitude 34
ACruising Couple
The Nadwork
Bridges and Balloons
Voyages etc.
Grown upTravel Guide
Dream EuroTrip
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Blogs we have worked with