Domestic marketing

Operating plan

The Helsinki City Tourist & Convention Bureau promotes Helsinki as a city-break destination to Finnish tourists. It co-ordinates joint regional marketing through its subsidiary Helsinki Travel Marketing Ltd and markets products and services that suit Helsinki’s brand together with regional travel industry companies. Helsinki is a year-round and attractive destination for recreational travel within the Finnish market.

Goals

To prolong the stay of Finnish visitors to Helsinki, to develop co-operation within the travel trade and among stakeholders, to develop the family travel concept, and to make Helsinki’s image more attractive and positive within the Finnish market.

Target groups

Individual travellers
Families with children
Cultural and shopping visitors (couples)
Young adults
Groups

Pensioners
School outings
Associations and societies

Campaigns

The family travel campaign includes publishing a family brochure together with the travel trade. The travel trade can utilise the campaign’s “Helppi” character by using it at various events, attractions, trade fairs and sales events in order promote the marketing of travel services.

The advertising campaign in the Finnish press continues together with the travel trade. The target groups in the different ads are couples and families.

The porukallahelsinkiin.fi website for school outings continues to be developed with the travel trade with the aim of introducing a sales outlet for packages on the website.

The Helsinki Help programme continues and is being developed with the travel trade. The minimum number of Helsinki Helpers should be maintained at 28. Special helpers are being introduced, such as ”History Helpers” at Senate Square. The content of the ”Summer Surprises” flyer distributed by the Helsinki Helpers is being developed together with co-operation partners.