Lake Saimaa - Purest Finland Brand Book 2017

L A K E S A I M A A - P U R E S T F I N L A N D

Lake Saimaa Purest Finland

Brand Book


Genuine cooperation side by sideWe aim to make the Saimaa Region one of Finland’s best known travel destinations

alongside Helsinki and Lapland and to promote the region’s profile as an internationally attractive and inviting destination.

Through collaborative efforts, we strive to present ourselves as both a harmonious and versatile destination to the tourism market, including consumers, the travel trade and other stakeholders.

Travellers will benefit from this cooperation in the form of an excellent customer experience

and high-quality service at both physical and digital interfaces.


HOSPITALITYauthenticity, friendliness,

presence and good service.

SUSTAINABILITY ethical operations, social

sustainability, commitment to the principles of sustainable development

and external communicationof these aspects.

COOPERATION genuine and honest

collaboration >joint activities and

learning through doing,reference marketing >

reference and influencer marketing

Cooperation is built on values


International tourists already consider Finland a clean destination. We will emphasise this image and promote Lake Saimaa as the purest Finland

experience. In connection with the pure Finland concept, we will draw attention to events, experiences and activities in a safe environment – landscape and scenery alone

are not enough for us and tourists.

The Purest Finland slogan carries a double meaning: it refers to the core of Finnishness, the most Finnish element of Finland.

Purest Finland


The new brand will serve as an international marketing umbrella for the region’s operators.

Brand hierarchy

G O S A I M A A

S A V O N L I N N A+ R E G I O N+ R E G I O N

COMPANIES IN THE REG ION

M I K K E L I

V I S I T S A I M A A V I S I T V A R K A U S

L A P P E E N R A N T A I M A T R A V A R K A U S


+ R E G I O N + R E G I O N + R E G I O N


A discreet, simple, pure, Scandinavian label that our partners find easy to use in their materials. The stamp-like style evokes the image of travel and the waves in the logo are a reference to Lake Saimaa.The logo also projects the simplicity and clarity of Finnish de-sign, which has become familiar internationally, and is suitably discreet next to the logos of other operators.

Logo


Logo & ColoursL A K E S A I M A A - P U R E S T F I N L A N D

The logo comes in both a negative and a positive version.

Positive Negative

Brand Blue: CMYK: C100, M90, Y10, K0. RGB: #24408E


Logo featuring the EU flag and logos


The negative version featuring the EU flag and logosThe positive version featuring the EU flag and logos

12 mm =Recommended minimum size


ISOLATION AREATHE ISOLATION AREA MUST BE KEPT FREE OF GRAPHIC ELEMENTS,

SUCH AS OTHER LOGOS OR TEXT

The isolation area is determined by the width of the wave element that extends over the box in the logotype. In other

words, the logo must be surrounded by an area as wide as the wave element which may not contain text or other

graphic elements. The logo may be used on top of a picture.

THE MINIMUM ALLOWED HEIGHT OF THE LOGO IS 25 MM

Use of the logo


#purestfinland #lakesaimaa

Two identifiers are used in social media. The identifiers may not be edited and they must always be used together. By using topic identifiers we can collect Saimaa-

related conversations in one place and boost the brand’s visibility.

Webpage

Hashtags

The Saimaa region’s joint-website aimed at international marketing. www.lakesaimaa.fi


1 . COTTA GE & SAUNA 2. NATURE AND WELL-BEING 3 . ROUNDTR IPS 4 . S T. P E T ERSBURG & SA IMAA

Saimaa offers a wealth of activities in nature all year round. Events and activities organised in natural environments are ideal for this target group.

Still an exotic and interesting topic for many non-Finns. Tourists to Fin-land usually want to experience the Finnish cottage and sauna phenomenon first-hand.

MAIN TARGET GROUP:couples and active youth

The region benefits from a rich heritage and cultural history (Fortress, Olavinlinna Castle, Valtionhotelli etc.). The local food culture, customs and events are also of interest to the target group.

In the Saimaa region, tourists can easily combine culture and nature travel by visiting both Finland and Russia. Internationally renowned, St. Petersburg is one of Europe’s most popular tourist cities. Saimaa can successfully use St. Petersburg as an outbound destination.

Key products Central Europe


1 . N ATURE AND WE L LB E IN G

2. CULTURAL ROUNDTRIPS

3. SPORTS CAMPS AND CAMPS FOR CHILDREN

4 . S T. P E T ERSBURG & SA IMAA

5. BUSINESS DELEGATIONS AND TECHNICAL VISITS

The Finnish culture is also of interest to Asian travellers, which is why Saimaa should be included in general tours, which currently focus only on Helsinki and Lapland. The goal is to get tourists to spend 2–3 days in the Saimaa region.

MAIN TARGET GROUPS: CHINA: wealthy, experienced travellers; special focus on Beijing, Shanghai, Hong Kong, Guangzhou and Chongqing JAPAN: young women and couples – Well-being, FinRelax

Asian tourists mainly come to Finland for nature experiences.They are interested in, among other things, clean air, clean water and the forest, as well as fishing, sauna and other activities.

Finland is home to a great deal of expertise that enables organised activities, such as camps focused on a specific sport.

In the Saimaa region, tourists can easily combine culture and nature travel by visiting both Finland and Russia.

Asians are interested in Finnish competence, as well as in business and investments between companies.

Key products China (and Japan)


Key products Russia MAIN TARGET GROUPS:

families around St. Petersburg and Moscow

1 . S A IM A A E XPE R I E N CE

2 . COTTAGE & SAUNA

3 . SPAS & WEL LBE ING

4 . SHOPP ING 5 . FOOD

Similar to Finns, Russians enjoy the sauna and cottage life. The high quality of our cottages and saunas is an advantage for Finland and the Saimaa region.

For Russian tourists, Saimaa is an all-encompassing expe-rience, including year-round activities, such as fishing, berry picking, mushroom picking, cruises, family-oriented activities and cultural experiences.

A traditional Russian holiday option that ensures a fun and easy holiday for the whole family. The Saimaa region is an attractive nearby destination where Russian sport teams can practise their disciplines and engage in informal activities.

Russians also enjoy shopping in Finland, and the Saimaa region offers several shop-ping centres and interesting products.

The local food also satisfies Russian tastes, offering a suitable exotic twist.


In marketing and other communication, Saimaa is portrayed as a calm, exotic and natural location where tourists can enjoy new experiences while relaxing in

a peaceful environment.

The goal is to highlight various experiences and activities and describe the region with a touch of humour. The imagery adds a wow factor to Saimaa’s

clean environment.

Our communication style will be further enhanced through content marketing. We will also take advantage of user-generated content to emphasise the wow factor.

Tone of voice in marketing



A day at the nature’s own spa


ImageryThe photos depict unique natural environments and people engaged in various

activities. They have a documentary feel rather than being traditional advertising photos. The people in the photos do not pose directly facing the camera.


Reference photos


Reference photos


BrochureModel brochure.


goSaimaa Ltd. Lappeenranta and Imatra region

[email protected]

VisitSaimaa Mikkeli and Savonlinna region, Varkaus

[email protected]

CONTACT US:

Photos: goSaimaa.com/Mikko Nikkinen, Visit Saimaa and Visit Finland