This document discusses developing Lake Saimaa in Finland as an international tourism destination. It aims to identify the unique experiences of Saimaa for visitors and discover opportunities for cooperation. Potential partners are identified to work with, including tourism organizations and regional development companies. Key experiences of Saimaa are outlined such as activities on the lake, local culture and cuisine. Guidelines are provided for branding Saimaa as a place of encounters where co-creation is encouraged. Distribution platforms and a moments team are proposed to promote Saimaa experiences internationally.

1. DESTINATION
LAKE SAIMAA
How to make Lake Saimaa an attractive
international destination?

2. Mission
Discover new, exciting and motivating opportunities for
cooperation
Identify uniqueness of Saimaa experiences for visitors
Discover ’jewels’ for further development of concepts
and/or totally new Saimaa tourism concepts
Exciting, memorable communication to target groups =
cost effective marketing

3. Partners
• KEHY Imatra Business Services
• MISET Mikkeli development company
• Savonlinna Business Services
• Savonlinna Opera Festival
• Savonlinna Travel
• Finpro

4. 06/04/2018 © Finpro 4
Empowered
Customers
Experience
Prioritization
New
Humanism
Authentic
Amateurs
Upcycle
your
Ideas
Inventive
Co-creation Size Matters
Up close
and personal
Do the
Unexpected
Megatrends and signals

5. MOMENTS
ON LAKE
S A I M A A

6. ALL SENSES
Hearing, seeing, smelling,
tasting, touching: Food,
events, music, materials
products
LAKE MAGIC
Activities and modes of
being in the lake lake
nature: Sports, well-being,
nature activities
GO LOCAL
• Join the Saimaa communities for
doing things together and
meeting the aboriginals
SAVE SAIMAA
The collaborative effort of
the Saimaa tribe to save
Saimaa
TRUE STORIES
What is unique on Lake
Saimaa – geology, flora
fauna, history, people
MYTHS & URBAN
LEGENDS
Legends, stories, folklore,
mythology and fun.

7. Branding guidelines
Point of view:
• ”Together” on Lake Saimaa
• ”Encounters” on Lake Saimaa
Focus:
• Place/time/situation/feeling dependent
• Exciting, Charming, Fun, Amusing, Emotinal, Inspiring,
Personal, Buzz generating,…
• Co-creation – engaging ”Saimaa tribe”
International, multilingual
• RU / DE (?) / EN
 Modern, contemporary, challenging, exciting
Best tourism brand in Finland 2017

8. SAIMAA EXPERIENCES
Crystal
clear
lake
water
Mushrooms
Herbs
Manor houses
Roads on
lake ice Midsummer
Fresh summer
vegetables
Spring
Saimaa seal
Elk
Birds
Round trips
Kick-sledging
Trip skating
Cross country skiing
Snow
activities Snowshoeing
Silence
Magic of the
frozen lakes
Food
Lake fish
Trad. Dishes
and bakery
Cottage life
Weaving carpets
Rowing
Canoeing
Summer markets
Steam ship cruise
Cultural events
Dance
events
Contests: Fishing, rowing,
mobile phone throwing

9. SAIMAA VALUE CHAIN
Businesses
Brands and
tourism info
Products
Accessibility
EXPERIENCES
Infra-
structure

10. MOMENTS OF SAIMAA
How?
• Co-creation platforms and workshops
• Meet the tribe points and hot spots & chains
• Electronic distribution platform
• Moments of Saimaa Team
• SEO/SXO – Saimaa Experience Officer(s)
• Top level expertise for building communication
strategy

11. Matkailun myynnin ja
markkinoinnin painopisteet
• Asiakasymmärryksen syventäminen ja
kohderyhmien tunnistaminen.
Fokusoitu viestintä (sisältömarkkinointi)
asiakaskohderyhmille sähköisiä kanavia
käyttäen.
• Kansainvälisten myyntikanavien ja
partneruuksien kehittäminen: toiminta
kohdemarkkinoilla. Konkreettista myyntiä.

12. MOMENTS OF SAIMAA
Taskforce and stakeholders
MOMENTS
TEAM
Tribal council
SXO
COMMUNI-
CATIONS
EXPERTISE
BUSINESSES EVENTS
DISTRIBUTION
CHANNELS
STAKEHOLDER
ORGANISATIONS
PEOPLE
SELLERS