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Branding Southeast135 - A teacher's story

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This is a presentation for my colleagues in Haaga-Helia University of Applied Sciences about my experiences in "real" working life during June 2013 - March 2014

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Branding Southeast135 - A teacher's story

  1. 1. Branding Kaakko135° ‐ Взморье135° ‐ Southeast135° ‐ Sydost135° ‐Südosten135° at Cursor Ltd Johanna Heinonen
  2. 2. Cursor • Kotka‐Hamina Regional Development Company • 25 years • Personnel 60  • Turnover 11 M € • 4 466 customer contacts 2013  • Number of new jobs last year 922 • 73 projects at the moment (about 10 tourism ones) • Project portfolio 31,2 M € 26.3.2014 Southeast 135° / The coast of good winds = Finland2 Business is our business!
  3. 3. • A marketing and development organisation for 5 cities in Southeast Finland since 2011 • Since beginning of year 2014 it covers the city tourist offices for 4,5 cities • Works under the umbrella of Cursor Oy  (Development company for Kotka‐Hamina  region) • About 300 tourism companies on the area • Main services: events, nature, culture and  history • Income from tourism year 2012 was 13 M  € • Over 200 000 visitors on the area year 2013 • Main customers: domestic ones, Russians,  Germans, British and Swedes 26.3.2014 Kaakko 135° / Hyvän tuulen rannikko 3 What in earth is Southeast 135°?
  4. 4. ATTRACTION AND SUSTAINABLE QUALITY FOR YEAR‐ROUND TOURISM IN SOUTHERN FINLAND Time 1.9.2011‐31.3.2014 Budget 3 546 706 € divided between 5  development companies in southern Finland Cursor’s share 1 000 206 € Financing ERDF 700 143 € Cities 80 018 € Companies 100 021 € Cursor 120 024 € 26.3.2014 Southeast135° / The coast of good winds = Finland4
  5. 5. MAIN GOALS AND ACTIVITIES • To co‐operate with Imatra, Lappeenranta, Kouvola  and Porvoo‐Loviisa regions and get synergy benefits in knowledge, resources and visibility • Create basis and stregthen sustainable tourism • Enhance business skills • To create one brand Southeast135° for Kotka‐ Hamina region and boost tourism on that area with… • Communication and marketing • Tools for sustainable tourism to use in companies • Targeted tourism export • Improved event management • Research 26.3.2014 Southeast135° / The coast of good winds = Finland5
  6. 6. MY TASKS • Researches • Accommodation capacity • Research for tourism income and employment • Marketing and communication • Fairs and events (Suoma, RYMY, Upptäck Finland, Tour&Natur etc.) • Articles (Camper, local newspapers) • Development • Potential investors • Sustainable tourism • Eventti.fi (Database for event organisers) • Networking • Entrepreneurs • IFITT • Media and bloggers • Travel organisers • Ebusiness 26.3.2014 Southeast 135° / The coast of good winds = Finland6
  7. 7. Ebusiness 26.3.2014 Kaakko135° / Hyvän tuulen rannikko7 Newsletters &  media releases CRM development Google Analytics,  FB insights, Digium etc. ERP‐system,  bureaucracy ERP‐system,  invoicing,  purchacing, EU  bureaucracy Net pages,  Adwords &  Smartclips Tripadvisor, Tripadvisor,  Foursquare, Word‐ press, Blogger Flickr, Pinerest,  Instagram Facebook, Twitter & Youtube Citynomadi,  Google places Connections with email,  Skype, FB and  telephone
  8. 8. What have I learnt? • EU bureaucracy • Professional buying • eBusiness • Sustainable tourism • Networking 26.3.2014 Southeast 135° / The coast of good winds = Finland8
  9. 9. THANK YOU http://www.youtube.com/watch?v=2LWyrOyyRzE&feature=youtu.be

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