How to use media for the advantage of your project - Eva Kiviranta
- and how to use if for your project?
Finnish Tourist Board
Who is this person?
What is FinnishTourist Board?
Why, and how do we work with media?
Content is the king! Or is it the communities and influencers?
If you remember one thing, let it be this!
Did we learn anything?
What are we talking about?
Traveller, we want you to visit Finland!
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.
If a tree falls but no one is talking about it,
did it still happen?
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
3. Modern humanists
4. Online, on print and face to face
5. We are cool, creative, contrasting, credible
Why and how do we market?
@ekiviran #PM4SD !9
Let’s get #social
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!
How to work with journalists?
• What is the media?
• Guided visits
• They have the story, you have the
How to work with bloggers?
• 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?
Off the Path
Bridges and Balloons
Grown upTravel Guide
Blogs we have worked with
and the rest of the world
Why and to whom is this interesting?
When in doubt, talk about it!