The visibility of Helsinki’s branding attributes in the articles of international media representatives
Butina, Natalia (2016)
Butina, Natalia
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052610194
https://urn.fi/URN:NBN:fi:amk-2016052610194
Tiivistelmä
Nowadays destination branding is one of the most powerful marketing tools in tourism industry. Strong brand gives a positive reputation that builds place competitiveness and long-term success.
Helsinki as a tourist destination is becoming more recognizable and popular. The city is unique among Northern European cities. The lifestyle in the second-most northern capital city in the world is full of contrasts and activities in the form of hundreds of events and friendly people. Helsinki is still in the process of its brand creation. As a tourist destination, Helsinki needs own iconic image that would attract tourists and make the city more recognizable.
The commissioner of the study - Visit Helsinki is in charge of the operative city marketing operations. There are several main attributes that Visit Helsinki is bringing out in destination branding: urban nature, food, events, design. One part of Helsinki branding strategy is media visits, through which Visit Helsinki aims to develop Helsinki’s image.
The theoretical part of the study introduces Helsinki as a tourist destination, describes Helsinki’s tourism strategy, and presents a concept of destination branding and the importance of public relations as brand communication.
A case study approach was applied to explore how the branding attributes are represented in the articles of journalists who were visited to Helsinki. The researcher used a content analysis method to find out if there is any relationship between the richness of the organized program in Helsinki and the article’s attractiveness.
The findings of the study indicate that branding attributes were presented very well in most of the analysed articles. Design is the most popular theme described in the analysed articles. There is no direct relationship between the richness of the organized program in Helsinki and the article’s attractiveness. However the analysis showed that such factors as a form of provided program: individually or in group, and the origin of potential tourist segment have to be taken into account in media visits planning.
Helsinki as a tourist destination is becoming more recognizable and popular. The city is unique among Northern European cities. The lifestyle in the second-most northern capital city in the world is full of contrasts and activities in the form of hundreds of events and friendly people. Helsinki is still in the process of its brand creation. As a tourist destination, Helsinki needs own iconic image that would attract tourists and make the city more recognizable.
The commissioner of the study - Visit Helsinki is in charge of the operative city marketing operations. There are several main attributes that Visit Helsinki is bringing out in destination branding: urban nature, food, events, design. One part of Helsinki branding strategy is media visits, through which Visit Helsinki aims to develop Helsinki’s image.
The theoretical part of the study introduces Helsinki as a tourist destination, describes Helsinki’s tourism strategy, and presents a concept of destination branding and the importance of public relations as brand communication.
A case study approach was applied to explore how the branding attributes are represented in the articles of journalists who were visited to Helsinki. The researcher used a content analysis method to find out if there is any relationship between the richness of the organized program in Helsinki and the article’s attractiveness.
The findings of the study indicate that branding attributes were presented very well in most of the analysed articles. Design is the most popular theme described in the analysed articles. There is no direct relationship between the richness of the organized program in Helsinki and the article’s attractiveness. However the analysis showed that such factors as a form of provided program: individually or in group, and the origin of potential tourist segment have to be taken into account in media visits planning.