Live Brand Experience in City Branding context : Case study: #HelsinkiSecret Residence campaign
Dang, Huynh Hai Nghi (2016)
Dang, Huynh Hai Nghi
Jyväskylän ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060912520
https://urn.fi/URN:NBN:fi:amk-2016060912520
Tiivistelmä
The aim of this thesis is to describe the relevant impact of live brand experience and blogging within the branding of Helsinki city. In order to achieve this aim, the author first did literature review for theoretical background about live brand experience, city branding and blogging.
Helsinki Marketing Ltd company organized the campaign. #HelsinkiSecret Residence campaign was chosen for description due to its justified relevance and uniqueness as a single case study. Even though the campaign lasted for one year, being constrained by time schedule, the research should be considered as only a snap-shot view of the first two months January–February.
Qualitative methodology was main research approach, in order to obtain an in-depth understanding of three contemporary concepts through a new case study—which does not have thick available secondary data. Five interviews were made with people involved in the campaign from different roles and perspectives. The interviews were implemented in February 2016, both face-to-face and through Skype. Two focus groups were conducted in the end of March–April 2016, recruiting tourists from generation Y representing blog readers.
Research results revealed Generation Y tourist’s current level of understanding about city brand concept: from organizing events on mega scaled to an attempt of ‘marketing ploy’. Millennial tourists seek for authenticity while travelling. Their consuming behavior directly affectted to how blog might or might not impact their decisions of going to a destination. Despite the fact that creating awareness was one main success that all interviewees believed the campaign would gain; branding a city could result in making the city too commercial for local citizens.
People see blog as a tool for self-expression. Nevertheless, the ending result yet left a pertinent question of whether experience with blog can be categorized as an experience.
Helsinki Marketing Ltd company organized the campaign. #HelsinkiSecret Residence campaign was chosen for description due to its justified relevance and uniqueness as a single case study. Even though the campaign lasted for one year, being constrained by time schedule, the research should be considered as only a snap-shot view of the first two months January–February.
Qualitative methodology was main research approach, in order to obtain an in-depth understanding of three contemporary concepts through a new case study—which does not have thick available secondary data. Five interviews were made with people involved in the campaign from different roles and perspectives. The interviews were implemented in February 2016, both face-to-face and through Skype. Two focus groups were conducted in the end of March–April 2016, recruiting tourists from generation Y representing blog readers.
Research results revealed Generation Y tourist’s current level of understanding about city brand concept: from organizing events on mega scaled to an attempt of ‘marketing ploy’. Millennial tourists seek for authenticity while travelling. Their consuming behavior directly affectted to how blog might or might not impact their decisions of going to a destination. Despite the fact that creating awareness was one main success that all interviewees believed the campaign would gain; branding a city could result in making the city too commercial for local citizens.
People see blog as a tool for self-expression. Nevertheless, the ending result yet left a pertinent question of whether experience with blog can be categorized as an experience.