The City of Helsinki marketing strategy 2016-2020 - Brand ...
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The City of Helsinki
marketing strategy
2016–2020
Photo: Eetu Ahanen
1. Introduction..........................................................4 4. Target markets for economic
2. City marketing objectives and indicators..............6 development marketing and
Build our future vision and strengthen international tourism marketing............................25
local pride ................................................................. 8 5. Marketing methods...............................................27
Increase awareness and appeal .............................. 9 Ambassadors: Helsinkians and
Make Helsinki services and experiences international opinion leaders.................................... 30
more accessible and attractive................................ 10 Storytelling................................................................ 30
Actions to support the Helsinki brand’s Events........................................................................ 31
impact locally and internationally............................. 11 Meeting places and open spaces in the city ............ 31
Additional objectives of economic Communal urban development ................................ 31
development marketing............................................ 12 Bold initiatives for international and
Additional objectives of tourism and local joint marketing ................................................ 32
event marketing........................................................ 13 Visibility and the experience of the brand
3. Target groups and key messages for in the urban environment ......................................... 32
marketing..............................................................14 Renewal of digital channels...................................... 32
Marketing to citizens................................................. 16 Renewal of marketing tools ...................................... 32
Economic development marketing........................... 18 6. Plan for implementing the brand concept.............33
International marketing of tourism and events........ 22
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01.
Introduction
Introduction
Our marketing strategy for Helsinki is based on the pull-factors
defined in the Helsinki Brand Concept. We use marketing to
highlight the activities that make the biggest impact, that awaken
interest, and help us to build our reputation as the city of people,
encounters and actions that make an impact.
We aim to communicate Helsinki’s transformation, growth,
well-functioning services and infrastructure, and how we are a
city of people that do good things together. We want to
emphasise the city’s fascinating contrasts, such as pulse
and peace, and the unique characteristics that make Helsinki
memorable.
Successful city marketing requires that we recognise interesting
and surprising content and communicate about it using the most
Photo: Keksi Agency
effective, modern methods. In addition, we aim to unify the visual
identity of the City of Helsinki’s marketing and communications.
The City of Helsinki marketing strategy steers the marketing of the
entire City organisation.
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02.
City marketing
objectives and
performance
indicators
City marketing
objectives and
performance indicators
01 Build our future vision and
strengthen local pride
Increase awareness
02 and appeal
Make Helsinki services and
03 experiences more accessible
and attractive
Actions to support the Helsinki
04 brand’s impact locally and
internationally
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1.
Build our future
vision and strengthen
local pride
Our marketing objective is to tell about the their city. In our marketing activities, we will
Helsinki brand and vision as inspiringly highlight the characteristics of different city
and successfully as possible. To realise our neighbourhoods and the development of our
future vision of Helsinki, the City unique communal urban culture.
organisation has to be bold and insightful
with its actions. We must be ambitious with To support city marketing, we will create
content development, together with concrete tools, such as a material bank of
Helsinkians, businesses and other photos, videos and presentations, elevator
partners. speeches and stories, for use by the City
organisation and partners.
We welcome everyone to participate, to
share our vision, and to help develop and Performance indicators:
promote Helsinki as the city of people, • Image surveys with citizens and local
encounters and actions that make an businesses
impact. • Functionality and usability assessment of
marketing tools
We invite Helsinkians to get excited and be • Media monitoring in editorial and social
proud of their city. We want to encourage media
them to create a deeper relationship with
2.
Increase
awareness and
appeal
Helsinki is a compact and surprising city Performance indicators:
that is buzzing with ideas and life. We want • Image surveys with select international
people to create a more emotional target groups, including business
relationship with the city: the desire to people
belong to a group that is doing good • Media monitoring in editorial and social
things, and growing and enjoying the media
world’s most advanced everyday life.
Our objective is to increase awareness
of Helsinki globally, and communicate
our excellent reputation as a business
environment and fascinating city for
tourism and events.
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3.
Make Helsinki
services and
experiences more
accessible and
attractive
Helsinki already offers plenty of intriguing We also have to pay attention to how
events and pulse. However, information people physically discover experiences
about our events is typically only available and services. This means ensuring
in Finnish to the disadvantage of non- signs, routes, locations and venues are
Finnish speakers. sufficiently branded and highlighted.
We want to help people find and discover Performance indicators:
other fascinating people. Helsinkians and • User and user experience metrics in
visitors typically turn to digital channels select digital channels and physical
for quick and easy-to-use location-specific locations of encounters
information. It is therefore important for us • Feedback from within the City
to renew the City’s digital offering. organisation and cooperation partners
about the functionality and usability of
marketing tools4.
Actions to support
the Helsinki brand’s
impact locally and
internationally
The City of Helsinki organisation must We also want the City organisation to be
take a more active role as a facilitator of perceived and recognised as a more agile
the world’s most advanced everyday life. and responsive cooperation partner in the
We want to support and boost meaningful future.
actions and offer our expertise to help
stimulate new ideas. Our goal is to remove Performance indicators:
obstacles and to inspire Helsinkians to · City organisation and stakeholder
make an impact, in both their work and participation in brand work with the
leisure time. In all this, we aim to increase commitment to actions that support the
local and global well-being and make brand and related results
Helsinki a more attractive city.
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Photo: Juhana Hurtig
Photo: Jussi Hellsten
Additional objectives of
economic development
marketing
· Attract new businesses to Helsinki, particularly key sector
companies and professionals.
· Attract research, development and innovation activities that
create highly-skilled jobs in Helsinki.
· Achieve a position as the best start-up and growth business
hub in the Nordics and be Europe’s most business-friendly
capital city in 2020.
· Invite more international meetings and conferences, business
events, delegates and special interest visits to Helsinki,
particularly for key sectors.
Performance indicators:
· Utilisation of the City Council’s scorecard (from 2017 to 2020)
and tourism statistics.
· Development of new indicators (e.g. start-ups and growth
companies).Additional objectives
of tourism and event
marketing
· Increase income from tourism.
· Increase the number of overnight stays in hotels and similar
establishments, and the number of visitors to specific tourist
attractions .
· Extend visitors‘ stays.
· Attract major international events and conferences to Helsinki.
· Increase the number of visits by international cruise ships and
passengers.
· Become the most interesting stopover city in the Nordics for
the Asian market.
Performance indicators:
· Utilisation of the City Council’s scorecard (from 2017 to 2020)
and tourism and event statistics.
· International image surveys.
The development of performance indicators is continuing in the
City organisation and is closely related to the process of creating
Hurtig
JuhanaHurtig
the future Council Strategy Programme (from 2017 to 2020). In
addition, indicators take into account Helsinki’s success in select
Foto: Juhana
international rankings.
Photo:
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03.
Target groups and key
messages for marketingTarget groups and
key messages for
marketing
Photo: Eetu Ahanen
Target groups for City of Helsinki marketing include citizens,
tourists and business people.
We recognise that there are different target groups with
specific key messages that are important to them. Traditional
boundaries between target groups are breaking down. Therefore,
it is essential to make city marketing content more consistent
across the board. An event visitor is a possible future student; a
conference guest is a possible future resident; and a tourist may
one day become an investor.
We defined eight different motive-based profiles from our target
groups. Some want to create, others want to experience new
things, and some want to focus on their own specific areas of
interest.
Understanding the true motives and objectives of different target
Photo: Eetu Ahanen
groups helps us craft and target our marketing messages more
effectively. Target group profiles are presented in more detail in
Appendix 7 (in Finnish).
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Marketing to
citizens
Photo: Jussi HellstenMarketing to citizens Key messages for
citizens
Helsinki in 2020: the city of people, In marketing to citizens we recognise Important considerations when marketing
encounters and actions that make an six different target group profiles (see to citizens:
impact. It’s all about people. Helsinkians Appendix 7): • Offer easily accessible, attractive and
are the most important creators – and 1. Citizen activists who want to make an interesting high-quality services and
target group – of marketing activities. By impact and create something new experiences, including public services,
their actions they create the content that 2. Quiet folk who want to do their own thing cultural events, hobbies and sports, and
will build Helsinki’s future reputation. and become appreciated in their own recreation services
field • Support communal well-being and
Marketing to citizens is targeted at all 3. Novelty seekers who want to experience utilise Helsinki’s diversity
the people living in the capital area. We something new • Develop and spread a culture of open
want everyone to participate in building a 4. Purpose-driven people who want to get dialogue and partnership, and provide
better Helsinki in their own way: some by immersed in their own special interest opportunities for participation
doing, some by participating, and some by area • Communicate Helsinki’s transformation
staying tuned in to the buzz. 5. Optimisers who want to achieve their and encourage people to participate in
own goals with less effort and good developing the city
Helsinkians play an important role in results • Develop a more solution-oriented City
successful city marketing. This is why 6. Onlookers who want to avoid all types of of Helsinki organisation, where the City
target group-related objectives and "spoon-feeding" helps facilitate encounters and actions
measures are explained throughout our with impact that help create a more
strategy. advanced everyday life
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Economic
development
marketing
Photo: Kuvatoimisto Kuvio Oy
kuva: Suvi-Tuuli KankaanpääMain target groups Common key
messages
1. Local and global decision makers and policy makers at
companies and in key sectors, including various types of
companies, from large enterprises to start-ups.
2. Local and global experts attracted to Helsinki, such as Based on the Brand Concept, Helsinki's economic development
highly educated and creative specialists with insight into marketing highlights special people, encounters and actions
digitalisation and multi-disciplinary innovation, with a focus on that make an impact, in addition to the city’s transformation and
ICT and digital skills. growth.
3. Local and global potential start-ups and entrepreneurs. Effectiveness: the “One Hel of an Impact” attitude
Helsinki is a knowledge hub where you can influence the future
Within the target group of economic development marketing, we of the whole world. In Helsinki, fascinating people are designing
recognise five different profiles (see Appendix 7 for more detail): better life. Plenty of good things have been – and are being – born
• Trailblazers who want to make an impact and create new in Helsinki. Their impact is spreading around the globe. The high
things levels of expertise concentrated in Helsinki generate impressive
• City-makers who want to do their own thing and become results and attract companies, specialists and events to the city.
appreciated in their own field
• Talent-on-the-move that wants to experience something new Helsinki’s transformation and growth
• Experts, such as conference participants, who want to get Helsinki is undergoing significant transformation. The city is
immersed in their own special interest area growing and developing rapidly and sustainably. This is opening up
• The rationally-minded who want to achieve their targets with incredible opportunities for new initiatives and business models.
less effort and good results Helsinki is one of the fastest-growing regions in Europe.
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Key messages for company
decision makers and policy
makers in key sectors
Helsinki is a city of bold digital experiments whose medical faculty is ranked among
and innovations. In Helsinki, people are the best 50 in the world. Helsinki offers
working together to build the world’s most advanced infrastructure, high-quality
advanced everyday life. Helsinki offers a education and research facilities, and safe
high standard of living, special expertise in and well-functioning daily life. Helsinki,
key sectors and a highly skilled workforce, like Finnish society as a whole, is reliable
especially in IT. Well-trained professionals and trustworthy. Helsinki’s strengths also
are essential in order to attract companies include reasonable business taxation
to Helsinki. and competitive costs compared to other
Nordic capitals. In addition, Helsinki
Helsinki offers world-class, multi- boasts excellent flight connections to Asia
disciplinary research and development and Europe.
expertise. Companies in various fields
work together with institutes, universities, It is especially important that we attract
the City, and other organisations, key sector conferences and business
communities and citizens. events to Helsinki. To succeed in this, we
need to leverage our reputation for world-
Photo: Veeti Haapsamo
For example, the Health Capital Helsinki class research and expertise.
project involves the University of Helsinki,Key messages Key messages for
for talent potential entrepreneurs
and start-ups
In Helsinki, you can participate in solving
significant problems on a global or local
level. Helsinki is a safe and clean environ-
ment with advanced infrastructure, and
is one of the best cities in the world for
balancing work and family life. The city
has an inspiring atmosphere. All this helps
people as they work together to create the
world’s most advanced everyday life.
Basic education is free in Helsinki For those interested in entrepreneurship, Helsinki offers an extensive and
and public pre-school education is of we offer one of the most innovative continuously developing start-up
exceptional quality. Finnish education at all environments in the world, as well as an ecosystem. We have a business-friendly
levels is recognised as some of the best in extensive testing ground. In Helsinki, the environment where people have the
the world. whole city functions as a platform for opportunity to create solutions to
experimentation and as a living lab. meaningful problems on a global and local
Helsinki is a city that offers plenty of level.
opportunities for relaxation and enjoying Our way of working is productive.
culture. However, we need to build better Helsinkians are dedicated people and Helsinki is a large city. However, Helsinki’s
services for international specialists, there is a passionate entrepreneurial compact form and the flat hierarchies in
in order to support and accelerate atmosphere. In Helsinki, start-ups can our organisations, business and social
employment and integration in Helsinki. grow by developing their offering together life, mean there is incredible accessibility
Attracting talent requires specifically with larger companies and research to decision makers and professional
customised marketing concepts. institutes. networks.
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International tourism
marketing and events
Photo: Mikael Ahlfors / Keksi Agency
kuva: Jussi HellstenMain target groups
The most important target groups for We recognise three distinct tourism and
tourism marketing are: event marketing profiles (see Appendix 7, in
• Daytime visitors Finnish):
• Overnight city vacationers
• Stopover travellers from Asia • Novelty seekers who want to
• Cruise ship passengers experience something new
• Purpose-driven visitors who want
For the target group of overnight city to get immersed in their own topic of
vacationers, marketing is targeted inter- interest
nationally at conscious travellers looking • Optimisers who want to achieve their
for new experiences. These people are goals with low effort and good results
trendsetters who value sustainability and
are interested in global issues. The City of Helsinki’s main target groups
are in line with Visit Finland’s definition
Helsinki is an interesting destination of “modern humanists”. Read more
for selective, quality-driven people who at http://www.visitfinland.fi/studies/
travel frequently and are hungry for modernit-humanistit/
new experiences. They may travel to a
Photo: Maija Astikainen
place to advance a hobby or an interest.
Alternatively, they may drop by Helsinki to
experience everything essential within a
limited time.
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Key messages for
travellers
Tourism and event marketing highlights communal urban culture; Helsinki design; and Stockholm. In addition, Helsinki aims
experiences of Helsinki, based on the art and science; our relationship with to attract a significant number of stopover
Brand Concept cornerstones: Helsinki’s islands and long urban coastline; travellers from Asia.
• Fascinating contrasts of Helsinki and our closeness to nature and its
• Unique and diverse Helsinki resources. In partnership with travel businesses
It is important for travel businesses to
Helsinki’s unique open and participatory In the future, new Helsinki cuisine, and its participate in our shared vision so that we
culture keeps producing new and un- passionate advocates, will become a more can build a more inspiring and vibrant city,
expected phenomena that are rewarding visible part of tourism marketing. Our and offer more rewarding experiences to
for all kinds of visitors, from near and far. changing seasons, light midsummers both Helsinkians and visitors. The City
Helsinki offers fascinating contrasts, such versus mystically dark winters, and organisation supports collaboration
as pulse and peace, the city and nature, “Christmas in Helsinki”, will be used more between partners in various fields and
and light summers and dark winters. These effectively in marketing. We will also base opens up possibilities for new types of
fascinating contrasts energise Helsinkians tourism marketing on unique events and entrepreneurship and innovative services.
to create original urban culture, unique interesting urban culture, as well as art
events and happenings. experiences. Part of our shared vision for the Helsinki
of 2020 is to provide a platform for
The secret to Helsinki lies in its rich and A highly accessible city and hub for Asian entrepreneurship and the growth of even
varied neighbourhood identities. You can travellers more travel sector companies. We want
discover all kinds of citizen initiatives that Thanks to Helsinki's compact size and to support travel businesses so they can
represent authentic urban culture and excellent infrastructure, travellers have offer new, innovative, year-round travel
benefit the whole community. Visitors can time to see and experience a great deal products that combine Helsinki’s unique
easily experience local life, participate in in a short time. However, people who stay urban coastline, urban nature and urban
doing good things – and make an impact. a bit longer can enjoy the city without a experiences. We want to encourage travel
tight schedule and use the city’s vitality businesses to introduce and characterise
Unique and authentic experiences to recharge their batteries. Helsinki’s the Helsinki way of life – and people,
We aim to tell different stories about strengths include its location and encounters and actions that make an
Helsinki that appeal to international accessibility. It’s easy to add other Baltic, impact.
visitors, such as: Helsinki’s exotic Nordic and Finnish destinations to your
atmosphere and the buzz around our itinerary, including St. Petersburg, Tallinn04.
Target markets for
economic development
marketing and
international tourism
marketing
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Economic International
development tourism
marketing marketing
Economic development marketing aims Both domestic and foreign markets
to attract domestic companies to become are important for tourism in Helsinki.
established in Helsinki and to improve However, our goal is strong international
Helsinki’s reputation as a business-friendly growth, which is why our main marketing
city. We communicate Helsinki’s high- investments are made targeting foreign
quality business services to local and markets. When selecting target markets,
global companies in key sectors. we take into account trends and changes
in global demand, as well as access to
Typically, it is challenging to efficiently Helsinki. In addition, it is important to
limit the geographical reach of economic identify partnership opportunities and
development marketing activities. development projects that can support the
Therefore, for example, we target major city brand.
international business events in Finland
and abroad, where there is a concentration We aim to use marketing activities to
of specialists from key sectors. reach our main target group, the “modern
humanists”, globally. Geographically,
To improve our effectiveness, marketing marketing is targeted at the most
is pursued jointly with various private significant countries of departure in Asia
and public partners. Important partners (Japan, China and South Korea) and
in international economic development Europe (Germany, Russia, Great Britain
marketing include various companies and and Sweden), as well as the United States.
public bodies, such as: Helsinki Business Our neighbouring international markets
Hub and Finpro, Heath Capital Helsinki, (e.g. Russia, Baltics, Sweden) are of
and the Helsinki Metropolitan Smart & particular importance in event marketing.
Clean Foundation.
Photo: Kim Öhman05.
Marketing
methods
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Marketing
methods
Several marketing methods are of
particular interest when marketing is
being planned and implemented for
the first time throughout the City of
Helsinki organisation. How we select and
emphasise different marketing methods
may vary over the next five years.
It is not effective to base our city marketing
on advertising campaigns. Instead, we
Photo: Susa Junnola
aim to build awareness particularly
through earned media visibility, unique
events, brand ambassadors, and
recommendations. Joint marketing with
Matti Pyykkö
stakeholder groups is essential when
Foto:Pyykkö
implementing brand marketing.
Photo: MattiAmbassadors: Helsinkians and
01 international opinion leaders
Marketing
02 Storytelling
methods
03 Events
Locations and spaces for encounters
04 in an open city
05 Communal urban development
Bold initiatives for international and local
06 joint marketing
Visibility and the experience of the brand
07 in the urban environment
08 Renewal of digital channels
09 Renewal of marketing tools
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Marketing methods
Ambassadors: Helsinkians and Storytelling The objective is to introduce appealing
international opinion leaders We tell about the people, encounters and personalities that people can relate to,
The objective of our marketing activities actions that make an impact, as well as our and stories in which people will want to
is for as many Helsinkians as possible to advanced everyday life, through interesting participate.
want to tell their stories of the people, stories. We also find interest in fascinating
encounters and actions in Helsinki that contrasts, including discord and the We will prioritise the most important
make an impact. This includes locals, unexpected. groups from the many special interest
visitors, business decision makers, and groups that visit Helsinki. We tell foreign
communities, as well as companies. We Plenty of good things have been – and specialists and media representatives
have more than one million potential local are being – born in Helsinki, some of about people, encounters and actions
ambassadors. We encourage Helsinkians which have local impact, and some whose with impact. Locations to visit may include
to share their local knowledge and ripples reach far around the globe. We will research institutes, companies, City of
experiences of their special city. discover and share more and more stories Helsinki organisations, start-up hubs and
about these actions with impact and the events, especially those related to key
International marketing is targeted at people behind them. sectors.
opinion leaders who want to recommend
Helsinki to important target groups. We tell about authentic experiences: how
The City organisation will invest in joint people have ended up in Helsinki and how
marketing with existing and new partners. the city has positively influenced them.Marketing methods
Events to services and experiences, and spaces available for citizen initiatives
Some of the most effective marketing support communal well-being. The City and for people to enjoy. We aim to make
opportunities for the City of Helsinki are organisation aims to help open up more Helsinki’s unique blend of urban nature
events, based on our unique urban culture, physical and virtual locations and spaces closer, more relatable and easier to
design, art and science, and their related for encounters. experience.
visibility and media attention.
• Physical locations for encounters and Participation in communal urban
We focus on internationally relevant services development
and locally attractive urban events that We will help develop locations where An open culture of co-creation and co-
reinforce Helsinki’s unique characteristics. locals and visitors can meet in a operation is evident and growing in
City marketing promotes diverse casual, natural manner, while getting Helsinki. The City of Helsinki organisation
recreation opportunities that contribute a positive impression of Helsinki. We plays a major role in building the world’s
to Helsinkians’ well-being. We actively seek encourage people to create services most advanced everyday life. We want
to attract major international events that that generate encounters. Meeting to promote people, encounters and
support our brand and our shared vision places might include co-working spaces, actions with impact and communal urban
for the future of Helsinki. Such events give neighbourhood centres, and public development.
us the opportunity to boldly communicate property, both outdoors and indoors.
our messages to our target groups. • Joint development of services
• Virtual spaces for encounters We aim to support a rich variety of bold
Locations and spaces for encounters in We participate in creating virtual places and innovative services that support
an open city where locals and visitors can share their our shared vision for Helsinki, in
The people and the impact they make tips and experiences about Helsinki. cooperation with partners.
together are Helsinki’s most important
assets. This is why we use marketing to • Open city space
highlight places where people can meet We aim to remove unnecessary
each other, play, work and brainstorm obstacles that hinder urban
new ideas. We aim to improve access “Everyman’s Rights” and make open
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Marketing methods
Bold initiatives for international and local Helsinki’s official website for tourism and
joint marketing travel information (visithelsinki.fi) will be
We pursue bold marketing together with renewed so that it is more inspiring and
our partners. Our objectives are to help attractive. The new website will serve
generate business that can make an tourists and locals, as well as the business
impact locally and globally, to help the community.
city develop, and to support communal
wellbeing. We aim to improve the findability and
usability of services and events, including
Visibility and the experience of the brand map applications and signs in foreign
in the urban environment languages, as well as in Finnish. As the use
The Helsinki brand must be encountered and importance of social media continues
as widely and appealingly as possible in to increase, we aim to support digital
the urban environment. Accordingly, the services that help like-minded people
brand must be taken into account in spatial share their experiences of people, encoun-
design and urban development. Each and ters and actions that make an impact.
every encounter affects Helsinki’s reputa-
tion. We must actively and systematically Renewal of marketing tools
develop the city environment to build a We will create consistent materials to
consistent and unified Helsinki brand. support the Helsinki brand and its
marketing and make the materials availa-
Renewal of digital channels ble to all who market Helsinki. This renewal
We will renew the City of Helsinki’s digital will be implemented in line with the new
channels and unify their coordination. visual identity.
Development work is focused on improving
the user experience.06.
Plan to implement
the brand concept
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Plan to implement the
brand concept
Our shared vision for Helsinki in 2020 marketing strategy, as well as examples
strongly steers marketing planning and where the brand concept is applied.
implementation.
The City Executive Office (Economic
We aim to use the most effective Development division, City Marketing unit)
marketing methods and we continue to is responsible for the strategic planning
assess opportunities to cooperate with of City marketing, and City departments
various partners. The aim of all this is to and units are responsible for operative
improve citizens’ well-being and the econo- implementation.
mic development of the city.
The following table presents highlight
actions for implementing the brand and
Photo: Lauri RotkoPlan to implement the brand concept
Internal • Communication of the new Helsinki brand • Commitment of City management and
implementation concept and marketing strategy to the City supervisors to implement the brand
within the City organisation (for example, through two concept.
of Helsinki pilot programmes in 2016-2017: Helsinki
organisation Ambassador Master Class Programme and • Steering of City marketing planning by the
Helsinki Brand Camp). brand and marketing strategy.
Brand ambassadors • Production and marketing of stories about that highlight the city’s rich and varied • Marketing of Helsinki by Helsinkians and
/ joint marketing Helsinkians, encounters and actions with neighbourhood identities. stakeholder groups using key messages.
impact. We will encourage all to utilise
and share the stories through their own • Planning of new international marketing
channels and networks projects with e.g. businesses, institutes of
higher education, and national marketing
• Kick off and implementation of various organisations.
community projects and citizen initiatives
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Plan to implement the brand concept
Content concepts • Marketing content is conceptualised • We will build consistent economic develop- • For success story conceptualisation and
and stories according to the brand core and ment marketing messages based on the communication we will select the most
cornerstones: ”One Hel of an Impact”; brand concept for key sector international important international achievements that
people, encounters and actions with marketing and brand events in Finland and enhance Helsinki’s reputation and utilise
impact; and fascinating contrasts, unique abroad. them in communications.
and diverse, transforming, and smart and
functional.
Findability and • Digital services will be widely renewed to
usability of services support marketing activities
and experiences
Brand actions • The City organisation aims to fulfil its and themes include, for example: the
and development service promise: “Let’s act together to Health Capital Helsinki project, the Helsinki
projects make an impact!” start-up ecosystem, Helsinki’s urban
coastline, and Helsinki’s newly transformed
• Brand-based development projects will be city neighbourhoods, such as Kalasatama
highlighted in marketing. These projects and Pasila.Plan to implement the brand concept
Events and places • Investment in select on-brand events over and NewCo Helsinki (entrepreneurship • We aim to support city locations and
for encounters three-year periods . support services). spaces where locals and visitors can
create encounters and actions with impact.
• Marketing of locations for encounters that • We aim to renew our tourist information
promote entrepreneurship, such as Maria service concept.
01 (the flagship of Helsinki international
start-up scene), Helsinki Think Company • The Helsinki brand will be highly visible in
(platforms for creating action and business select major international sports events.
out of ideas stemming from the university),
Research • Brand image surveys: business and
economy, citizens and international target
groups.
Renewal of visual • Design and application of the new visual • For more information about brand
identity and identity (2016-2017) guidelines and the Brand New Helsinki
marketing tools project, see
• Marketing materials and tools (for example, http://www.brandnewhelsinki.fi/2020/en/
the material bank) according to the new
visual identity in use internally and by
partners (2017)
22.04.2016 WWW.BRANDNEWHELSINKI.FI/2020 37Photo: Riku Pihlanto
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