Image Marketing of Arctic Europe as a Travel Destination in Autumn

This is Arctic is the communications and brand concept behind Visit Arctic Europe, a project aiming to create awareness of Arctic autumns and establishing the region as the go-to place for natural wonders, local culture and activities. Image marketing under the brand included a broad variety of actions including brand films and photography, PR stunts, influencer marketing, specific campaigns focusing on Northern Lights and gastronomy, all collected on a website that promotes the region as a top travel destination for selected audiences and target groups.

01 Project overview

Visit Arctic Europe (VAE) aims to bring non-resident visitors to Arctic Europe (Finnish and Swedish Lapland and Northern Norway) by promoting the region as a vacation destination for international audiences. We were assigned with designing an overall communication concept that promotes the entire region as a vacation destination and positions Arctic Europe as a unique place to visit in the autumn.

Category/Industry: Hospitality & destination marketing

Services: Brand strategy, Concept design, content creation, film and photo production, web design, PR strategies and activities

Year: 2019-2022

02 Challenge

As the winter and summer seasons of Arctic Europe are widely known, especially for the Midnight Sun, snow activities and regional super attractions, it’s time to put autumn on the map, too. No other easily accessible region in the world can offer similar fireworks of colors during autumn. What’s more, we have the cleanest air in the world to boot.

As there was no brand nor an existing communications concept, we were assigned to form a concept that can authenticate all image marketing activities in the future.

03 Strategy

The project required complex concept design from the ground up, including re-imagining set concepts, practices and ideas. Implementing the concept from the start meant producing marketing materials as well as guidelines for the regions. This also included website design, PR operations and media distribution.

04 Creative Solution

This is Arctic is an umbrella concept for the region’s travel communications. It widens the perception of the region instead of solely relying on local destination brands. It creates a sense of togetherness and shared values without borders. The tagline “It’s in our nature.” was chosen to emphasize, well, the natural wonders of the region – but also the local mindset and the way people are connected to their environment and communities.

For all parties involved, This is Arctic enhances accessibility and gives the permission to include a wider selection of image attributes from their beloved neighbours into their marketing communication. When the local destination brands unite under This is Arctic and use the concept in shaping the image of the entire area, Arctic Europe becomes a unified destination brand with three times the variety in activities and experiences to choose from.

This is Arctic became the platform for all image marketing activities included in the project.

05 Implementation

Why come to the Arctic in Northern Europe? The unique nature, landscapes and views are one thing, but the region also boasts strong, distinctive culture and lifestyle, formed by the stark surroundings. The This is Arctic concept platform was designed to communicate these unique points on a deeper emotional leve, designed to form a connection with the audience.

Everything This is Arctic does is deeply connected to nature; the nature of the locals’ minds and the actual diverse nature that the region is known for. The concept invites a deeper dive into the region’s natural wonders as well as its people, resulting in the tagline “It’s in our nature.”

The concept was central to creating a broad variety of image marketing actions and internal project communications. The elements included:

• Concept Toolkit with photos, videoclips, main messages and key topics for partners and media.
• Image Film and photography
• Website with information, inspiration and activation modules.
• Web-based “Find out what’s in your nature” generator.
• PR Stunt related to “film & entertainment”.
• Influencer marketing and trips: general autumn trips and aurora hunting
• Naming Auroras
• Eat the Landscape focusing on the culinary opportunities of the region.
• Overall PR strategies and activities

thisisarctic.com

06 Impact

Potential reach: 700 million globally

Usable concept for destination marketing of several countries with different strengths and attractions.

TEAM

Project Lead / Account Manager: Miikka Niemi
Creative Director: Jussi Laaksonen
Project Manager: Saila Wilhelmsson
Art Director & Lead Designer: Toni Rantanen
Digital Media & Marketing Specialist: Jesse Ketonen
Producer: Maria Gullsten
Web development: Kovakoodarit – Jyri Ruutu
PR: Jesse Ketonen & Marjo Hellman
Production manager: Becky Hastings
Director: Miina Alajärvi
Cinematographer: Ilmari Mannermaa, Toni Kauppila
Assistant: Niko Juntunen
Sound designer & recordist: Heikki Illikainen
Photography: Adam Eronen-Piper, Sami Välikangas
Editor: Jani Johansén
Editor: Henry Kestilä
Color grading: Jussi Rovanperä
Client representative: Rauno Posio
Client representatives (other): Johanna Ögren, Håkan Stenlund, Mats Hoel Johannessen, Nina Forssell