MYHELSINKI: HELPING PEOPLE EXPERIENCE THE BEST OF HELSINKI - TIA HALLANORO DIRECTOR, BRAND COMMUNICATIONS & DIGITAL DEVELOPMENT HELSINKI MARKETING
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MyHelsinki: helping people experience the best of Helsinki Tia Hallanoro Director, Brand Communications & Digital Development Helsinki Marketing
The Challenge
Helsinki, the capital of Finland, is the Baltic
Sea’s best-kept secret. With a sizzling food
scene and a thriving start-up ecosystem, the
city has a lot to offer — and yet it’s still
overshadowed by its neighbors Stockholm
and Copenhagen as a destination for
visitors and talent.
2
Helsinki, a city of over 4 million
international overnight stays.
Focus on sustainability and
quality instead of quantity.
3
It’s just a
matter of
perspective.
Helsinki is
geographically a hub
for the shortest route
from Asia to Europe.
4
Helsinki in a nutshell
Nordic happiness
is an experience of
being one – with
nature, with others,
with time.
6
Helsinki’s secret is the moment you realize there are no secrets.
Everything is
within reach,
just for you.
8
For more info:
www.bnh.fi/2020
9
MyHelsinki.fi – implementing brand strategy to a digital service
It’s the end
of tourism
as we
know it.
The era of localhood for
everyone has begun.
1112
One of the new brand identity spearheads is the new My Helsinki concept – all Helsinki city marketing is based on genuine recommendations.* *Grand One Winner 2018: Best Web Service and Best Service Design | Fast Company Design Awards | Webby Awards: Honorable Mention
MyHelsinki Service Promise
In keeping with the website’s service
promise, “Your local guide to Helsinki”,
all the content has been compiled by local
tastemakers. It’s a recommendation
you can trust.
1415
One of the key features
is MyHelsinki lists, a
visual map of favorite
places in Helsinki that
anyone can create and
share.
16MyHelsinki lists
are a way for
locals to let the
world know
about their city.
17Helsinki – a world leader in open data
Helsinki Public
Espoo Licensed openly
Vantaa Machine-readable
Kauniainen Free
CITY PLANNING AND ECONOMY AND CULTURE EDUCATION CONSTRUCTION ENVIRONMENT
REAL ESTATE TAXATION AND TRAINING AND NATURE
HEALTH INFORMATION INFORMATION JOBS AND HOUSING LAW AND LEGAL
TECHNOLOGY INDUSTRIES PROTECTIONWhat’s the value
of open data for
b-to-c services?
20MyHelsinki – making
the recommended
choices easy to find.
MyHelsinki API makes the possibilities easy
to find – all service providers in the city are
collected in our databases.
For example, looking for a sustainable choice
in the city? Be it a restaurant, a sauna,
shopping, a place to stay, an activity or an
event, we got you covered.
21Location Data
Event Data
Activity Data
Helsinki Marketing maintains these three databases. We make sure that
the data is:
High quality
Comprehensive
Up-to-date
Curated
22Best locations to visit:
23Most
interesting
events:
24Relevant
activity
data:
25We are able to offer the most relevant content about Helsinki, tailored for different audiences.
WeChat Helsinki Mini Program
Focus on China
In co-operation with Chinese tech-giant
Tencent, Helsinki has developed the first city
mini program within WeChat, an all-in-one
app with over 1 billion users. For Tencent,
Helsinki is serving as an intelligent tourism
model for China’s outbound tourism.
2829
How will WeChat
Helsinki Mini
Program help
Chinese visitors?Meet Fei.
She is a 26 year old PR Manager living in
Shanghai.
Fei loves to explore the world on her own, as do
65% of Chinese travelers visiting Europe.
There is a growing demand for edgier travel
experiences and an appetite for broader cultural
experiences in China.
Cutting-edge tecnology, exotic foods,
adventorous activities and accomodation
with an authentic local flavor – this is the
travel style of the new generation of Chinese
travelers.
*Chinese International Travel Monitor 2018 | CITM HOTELS
31Biggest challenges
1. Discovering Helsinki 2. Finding the best 3. Getting around 4. Paying for
local experiences & easily commodities &
sights experiences
32WeChat MyHelsinki
miniprogram
Discover the best sights, restaurants and
activities in Helsinki
Find information about the most important
things
Get around Helsinki by walking or with city
bikes, public transportation and taxis
powered by Whim
Pay as you go for activities, sights, restaurants
and transportation with WeChat Pay
33Customer Journey
1. Discover Helsinki 2. Find information 3. Get around
1.1 Curated 1.2 Discover 1.3 Save 2.1 Find 2.2 Guides and 3.1 Find 3.2 Pay for 3.3 Take
recommendations nearby favorites more community route trip transportation
information
34Data sources
WeChat Mini Program User interface
Map API Whim API MyHelsinki Tencent
(Bing) Open API
Routes User profile
Helsinki map data Transport schedules Events Saved Favorites
and user interface Transport tickets Sights Phone #
(without locations) Credit card info Activities Community Q&A
Restaurants AI translation
35Curated content Flights & experiences Transportation WeChat platform
361. Discover Helsinki
2. Find information
3. Get around
371. Inspiration
from KOL’s
Fei sees a
video from
Alex Bao and
starts
exploring My
Helsinki mini
program.
38DISCOVER HELSINKI
1.1 Curated
recommendations
Homepage includes recommendations
for the most interesting sights,
restaurants and events in Helsinki.
● Quick links give access to restaurants, guides, AI
translation
● Data sources:
○ Weather - Accuweather
○ Events, sights, restaurants - Helsinki Marketing API
■ Most interesting ones will be curated from API
feed
○ Ticket data - Whim API
39DISCOVER HELSINKI
1.2 Discover nearby
Discover the nearest places to you
on the map view. Places can be
filtered by category and type.
● Data sources:
○ Map – Bing map
○ Places and tags - Helsinki Marketing API
■ We suggest a two level filtering:
● category (event, restaurant, sight,
shopping) and
● type (family, chinese, trendy, popular
etc)
○ User location - Wechat (from phone GPS)
40DISCOVER HELSINKI
1.3 Save favorites
Users can save their favorite places
and events and articles to their
profile.
● Data sources:
○ Places (sights, restaurants, shopping) and events -
Helsinki Marketing API
○ Favorites saved to user profile (Tencent database)
Sight (Suomenlinna)
can be saved to the
users profile.
411. Discover Helsinki
2. Find information
3. Get around
42FIND INFORMATION
2.1 Guides and community
Guides help visitors find basic
information about Helsinki.
Anyone can also ask and answer
questions.
● Data sources:
○ Guides - Static articles compiled by locals from
Helsinki Marketing
○ Community - Hosted by Tencent
43FIND INFORMATION
2.2 Find more information
Users can read more information on
each place and event. “Get there”
directs them to find a route with
Whim.
● Data source:
○ Place and event information -
Helsinki Marketing API
441. Discover Helsinki
2. Find information
3. Get around
4546
”Your every move on a whim.”
Travel info Planning Tickets Payments
GET AROUND
3.1 Find route
After registering to Whim, users can
find the best route to take to a place.
● Data source:
○ Routes and schedules - Whim API
○ Destination location - Helsinki Marketing API
○ User location - WeChat (from phone GPS)
49GET AROUND
3.2 Pay for trip
Visitors can choose to pay for a single
ticket or a day pass that includes all
public transportation for a day.
● Data sources:
○ Credit card information from user input
○ Payment options - Whim API
50GET AROUND
3.3 Take transportation
Users can see the route and access
the ticket. For taxis, the pickup
location and number of taxi is
shown.
● The interactive ticket has to be shown when entering a
bus or for ticket inspectors on metro and tram.
● Active ticket will be shown on home page and user profile.
All (active and expired) tickets can be found
from the user profile
● Data source:
○ Ticket and taxi information - Whim API
51MyHelsinki mini program – what’s next?
Full journey to Helsinki.
From inspiration to transportation & enjoying the
experiences in the city.
1. Inspiration 2. MyHelsinki 3. Experience 4. Booking 5. Voucher 6. Getting there
53In the future..
Fei can have a fully
personalised day or
two in Helsinki.
A complete curated schedule with
activities and transportation based on
the user’s preferences.
55Thank you.
Tia Hallanoro | @tiahallanoroYou can also read
