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2014
“RALLY TO FINNISH LAPLAND” SPECIAL WINTER MEDIA PROJECT
Moscow – Valday – St.Petersburg – Hämeenlinna – Oulu – Levi – Tahko – St.Petersburg - Moscow
This project is the main motor rally of the year offering various kinds of Lapland-style
entertainment: downhill skiing and snowboard, winter safari on snowmobiles,
dogsled rides, reindeer; ice fishing and Arctic Circle crossing. The tour runs
through the whole Finland, with stops in Hämeenlinna, Levi, and Tahko. This
tour will bring the mass of impressions from the outdoor activities of the
north, and you’ll be able to test your motor vehicles both on and off
highways. The tour program effectively unites the possibilities of a road trip, high
quality accommodation, sightseeing, and various outdoor activities.
Media Partners of the Project:
Project Organizers:
Project Partners:
General Partner of the Project:
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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RALLY TO FINNISH LAPLAND.
THE BIG RALLY is the main motor rally of the year. The tour activities vary
depending on the participants’ interests – downhill skiing and snowboard,
winter safari on snowmobiles, dogsled rides, reindeer; water park and
outdoor sports events; ice fishing and a trip to Santa Claus Village. The tour
runs through the whole Finland, with stops in Hämeenlinna, Levi, and Tahko.
The tour will bring the mass of impressions from the outdoor activities of the
north, and you’ll be able to test your motor vehicles both on and off
highways. The rally program was designed in such a way that it effectively
united a road trip, high quality accommodation, sightseeing, and various
outdoor activities.
TOUR DATES: April 2014
This project had been developed based on the ARTEKS TRAVEL exciting road trip adventures
project. For each project, all events were scheduled separately, starting from creating a unique
idea, tour preparation and implementation, to the publication of information materials in printed
mass media and on TV.
Jointly with INVEST CONSULT OY, a weeklong rally program in Finland was designed and
implemented. The program consisted of theme days dedicated to various types of outdoor
activities in different regions of Finland. All participants were accommodated by Vanajanlinna
(www.vanajanlinnagroup.fi) in Hämeenlinna, Levi, and Tahko.
Levi (www.levi.fi/ru) is the largest skiing area of Finland. Thanks to high quality artificial snow the
skiing season in Levi beings in early November and ends in May. This skiing resort has 43 downhill
slopes of a total length of 43 km and over 230 km cross-country skiing trails for both beginners
and professionals. Besides that, every year Levi hosts slaloms of the FIS Alpine World Cup.
Oulu (www.visitoulu.fi) is a truly tourist city that is full of life and possibilities for tranquil leisure or
outdoor activities. Oulu has everything that is needed for a real city vacation. Add high quality
accomodations and a busy cultural calendar - and you will understand why Oulu is a perfect
destination for those who want to enjoy a city vacation.
Business Oulu (www.businessoulu.com) Oulu has a very high business potential and is a business
center of Northern Scandinavia. The city has successful business support programs and is
creating a comforable environment for entrepreneurs.
Tahko (www.tahko.com) is one of the most popular tourist centers of Finland. More than a half of
23 slopes is longer than a kilometer with an elevation of 200 meters. Tahko has two ski rental
shops where one can rent downhill skis, snowboards, or cross-country skis, or oder other services.
Tahko does not have only high speed slopes, it offers a separate skiing zone for children and
beginners.
Project media support was provided by the journalists of RBC Holding, automotive magazine
4X4, Krasota i Zdorovye [Beauty and Health] magazine, and Hearst Schkulev Media. The
production team of the Amazing Life TV Channel was filming the event for a series of “Family
Drive” author’s programs (producer and host: Evgeny Cheltsov).
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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I. Advance advertising campaign on the platforms of ARTEKS (www.arteks.ru), an official dealer
of Jaguar Land Rover.
Presentations are made at all ARTEKS events: Range Rover Day, Land Rover Day, Jaguar Day, as
well as at partners’ and sponsors’ events.
Internet support of the project on the ARTEKS portal (www.arteks.ru) where advance
announcements with the tour information were placed, together with the route description,
photogallery, and commented events.
Direct link: http://www.arteks.ru/node/1054
Client marketing and distribution for all Range Rover owners and potential clients was performed
on a regular basis (through text messages, email, or phone calls). The project brochure was
distributed in the sales offices and directly to recipients by mail.
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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II. Promotion materials preparation and placement during the tour in Finland (April 17-27, 2014).
Location: Hämeenlinna, Oulu, Levi, and Tahko.
А) Road-book (12 pages, А5 formatted), beautifully designed and containing the entire event
program with the information on each location, partners, sponsors, and information partners.
B) Preparation of street and wall banners and their installation in the course of daily theme
programs during the tour in Finland:
C) Car stickers and decals (with partners’ logos) during the rally.
D) Event brochure (28 pages, А5 formatted), hard copy, beautifully designed and containing
the entire event program with the information on each location on a hard copy. The brochure
has information on participants, partners, sponsors, and information partners.
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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E) Summary DVD as a video summary of the tour with a designer’s cover is sent to all Jaguar
Land Rover owners personally. The DVD has all 6 aired programs, as well as the project promo.
F) Social events for participants had the purpose to introduce participants to each other: a wine
social prior to the tour on April 14, a friends’ social in St. Petersburg on April 17, and a gala in
Tahko on April 25.
Wine social at Vinissimo (Moscow) for all participants prior to the trip on April 14.
Friends’ social for participants at Sokos Palace Bridge in St. Petersburg on April 17.
Gala with Finland’s officials at Tahko SPA restaurant on April 25.
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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III. At the end of the tour, the following programs of the Family Drive series were aired on the
Amazing Life TV Channel (host: Evgeny Cheltsov):
As a result of the Rally in Finland (April 2014) six (6) 13-minute author’s programs of the Family
Drive series were recorded and aired on the Amazing Life TV Channel. Each program repeated
ten times during one week. The total show time: 780 minutes.
Name Premiered Show time, min.
1 run After
repeated
Rally to Finland. Valday-St. Petersburg. Hämeenlinna. July 13 130
Rally to Finland. Vanajanlinna. Land Rover Experience
path.
July 13 130
Rally to Finland. Oulu. Rokua. Arctic Circle. July 13 130
Rally to Finland. Levi: winter safari, restaurant, cottages,
Hullu Poro show.
August 13 130
Rally to Finland. Levi: downhill skiing, dog farm.
Husqvarna show
August 13 130
Rally to Finland. Tahko: outdoor activities, SPA, Pehku
bar.
August 13 130
PROGRAM SPONSORS:
TOTAL: 780
‘Family Drive’ TV program of the Rally to Lapland #1 series, Valday - St. Petersburg - Vanajanlinna
premiered on July 12, rotation on July 12-18 (show time 13 min.):
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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‘Family Drive’ TV program of the Rally to Lapland #2 series, Land Rover Experience pathway -
Vanajanlinna premiered on July 19, rotation on July 19-25 (show time 13 min.):
‘Family Drive’ TV program of the Rally to Lapland #3 series, Rokua recreation center and Oulu,
premiered on July 26, rotation on July 26-August 1 (show time 13 min.):
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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‘Family Drive’ TV program of the Rally to Lapland #4 series, Levi ski resort (1), premiered on
August 2, rotation on August 2-8 (show time 13 min.):
‘Family Drive’ TV program of the Rally to Lapland #5 series, Levi ski resort (2), premiered on
August 9, rotation on August 9-15 (show time 13 min.):
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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‘Family Drive’ TV program of the Rally to Lapland #6 series, Tahko ski resort, premiered on
August 16, rotation on August 16-22 (show time 13 min.):
The Russian TV Channel Amazing Life has been broadcasting on a regular basis (24/7) since
January 15, 2007. Currently, the potential viewership of the channel reaches 57 mln viewers who
have a technical capability to watch cable TV at home (Amazing Life is on a channel lineup of
cable providers).
IV. Additional project: RBC TV in Finland, Sosedi [Neighbors] series. In June, RBC TV started filming
TV programs on the tourist and business possibilities in Finland, with stops in the Vanajanlinna
Castle and in Oulu where they recorded interviews with the representatives of Vanajanlinna
Group and Business Oulu. The programs were aired on July 10 and 11.
Прямая ссылка: http://rbctv.rbc.ru/archive/sosedi/562949991867781.shtml
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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V. In this media tour, there were journalists of the 4Х4 automotive magazine, KRASOTA I
ZDOROVYE [BEAUTY AND HEALTH] magazine, and RBC editions (Russia). In the follow up to the
tour, printed publications were prepared and publised of the total volume of 9 pages.
In its 7/2014 issue, the automotive magazine 4Х4 published a report article “Four Winds” on the
rally to Lapland (total volume: 7 pages):
In its 7/2014 issue, KRASOTA I ZDOROVYE [BEAUTY AND HEALTH] magazine published a report
article “Look at the Villas!” on the hotels of the Vanajanlinna Group (total volume: 2 pages):
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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VI. At the end of the tour, the following information materials were prepared and published on
the Internet:
А) an overview article “Secrets of Finnish Happiness” as a report on the tour to the Finland’s cities
and regions and to the Arctic Circle (Levi) was published in the Travel section of the RBC TRAVEL
website (www.travel.rbc.ru).
Direct link: http://travel.rbc.ru/news_article/43329#
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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B) an overview article “Make Plans for a Winter Day in Summer!” on the Levi ski resort was
published in the Travel.Competitions section of the MAXIM website (www.maximonline.ru).
Direct link: http://www.maximonline.ru/promo-i-
konkursy/_article/11138/?tmpp=c23b845428ab60dd0184841b33efbcbe
C) an overview article “Look at these villas!” on the hotels of the gelera partner of the project
was published in the Travel section of the Krasota i Zdorovye website (www.kiz.ru).
Direct link: http://www.kiz.ru/content/health/vot_ehto_villy.html
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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D) the advance announcement with the tour program and an overview article “Rally to Lapland
in April” as a report on the event were published on the website of the information partner of the
Active Tours Club (www.pokoriteli.ru).
Direct link to the advance announcement: http://www.pokoriteli.ru/news/100/
Direct link to the article: http://www.pokoriteli.ru/wheretogo/view/401/
Direct link to the photo report: http://www.pokoriteli.ru/photo/58/
E) an overview article “Four Winds” as a report on the event was published on the website of the
information partner 4Х4 Club (www.media.club4x4.ru).
Prepared by OOO SKTS © (Travel, Media & Promotion Projects)
Phone: +7 (495) 921-3516 Email: [email protected]
[2014] [Rally to Finnish Lapland, April 2014.]
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Project materials on the OOO SKTS website www.skts.ru
CONTACT INFORMATION
OOO SKTS (Travel, Media & Promotion Projects)
37 Shabolovka St., Moscow
All-Russia State Television and Radio Broadcasting Company (VGTRK)
Tel.: +7 (495) 921-3516
www.skts.ru
