Marketing Finland

Travis Jordan

2/10/17

Assignment #5

Finland has always been an afterthought when traveling overseas and after ready the selection this week, which seems to have been an ongoing problem when trying to brand their country and compete for tourists with the other European powerhouse countries.  Finland took a very strategic route in order to differentiate themselves and focus n creating a new brand for the country that would tour their education, their advanced technology, the nature, arts and culture and the solid foundation they have built for equality and human rights.  They set out to make Finland cool and appealing to travellers across the world. Without knowing much about Finland, I jumped into their website and saw first hand, that it appears they have executed their plan pretty flawlessly. What I found was a very cutting edge, well laid out website that focused on their pieces they mentioned in their strategy. Boldly placed at the top were: Life & Society, Business and Innovation, Arts and Culture, Facts and Stats to show off the accomplishments of the country.  

Immediately, it feels that this country is forward thinking with tons of exciting things to do, just based on the design of the website.  This site draws you into to exactly what they want to promote. They tout their free education, the innovation of the country with design and technology, the music, clean environment, the arts, the business and cuisine to introduce them to potential travellers who may not be aware of just how dynamic this country is.  The digital strategy they have used spills over to their social media as well and build off the website design or fresh and exciting and geared towards the younger generation to showcase how much fun and excitement you could have in this country.  Finland has done an amazing job of transforming their image in the global field through this unified effort with the people of Finland, the business and the Government.