Helsinki’s marketing hits the jackpot with Saara Aalto and viral Badass message
Helsinki has enjoyed an excellent tourism year in 2016, as well as an exceptional amount of international and social media visibility.
Saara Aalto’s success on the X Factor UK television show has generated a lot of valuable visibility for Helsinki in Great Britain, while the Badass advertising banner by Visit Helsinki and Slush became an international social media hit in December.
Photo: Kimmo Brandt / Compic
The “Helsinki episode” of X Factor UK presenting Saara Aalto’s impressive homecoming gig was watched by around 5.5 million viewers in the UK (Source: ITV).
Visit Helsinki commissioned Meltwater to analyse domestic and international media visibility in connection with Saara Aalto over a three week period from 1 to 22 December 2016.
Articles that mentioned both Saara Aalto and Helsinki reached a potential audience of 1,7 billion people, and their advertising value amounted to 15,7 million euros.
Articles about the Badass advertising banner reached an estimated 270 million people over a three week period from 1 to 22 December 2016.
The Slush start-up event brought over 15,000 visitors to Helsinki at the end of November and beginning of December. This year the event also include Slush Music at Kaapelitehdas (the Cable Factory), attracting around 1500 music industry professionals. Altogether Slush attracted visitors from around 124 countries around the world. Both Slush and Helsinki attracted enormous international visibility, both in mainstream and social media, and not only because of the sensational Badass advertising banner (“Nobody in their right mind would come to Helsinki in November. Except you, you badass. Welcome.”)
“Helsinki and Finland have attracted a record amount of international visibility this year, from our excellent rankings in terms of tourism to our sensational events. National Geographic praised Helsinki highly already in February, while in October Lonely Planet named Finland the third best travel destination for 2017. Helsinki’s sauna culture has also attracted a lot of media visibility, especially thanks to Löyly, Allas Sea Pool and Helsinki Sauna Day,” says Laura Aalto, Development Director at Visit Helsinki.
Overnight stays on the rise
Although the number of visitors from Russia has continued to decline, the overall number of overnight stays (bednights) in Helsinki has increased.
“According to our estimates, the number of overnight stays has increased by 3 to 4 percent compared to last year. I believe the total figure will be around 3.6 million for 2016,” says Tuulikki Becker, CEO of Visit Helsinki.
Germany is expected to remain the biggest incoming market for visitors to Helsinki, with Sweden and the USA competing closely for second place. Great Britain, Japan and Russia account for similar shares of visitors after the top three. China is still some way behind, although the number of overnight stays by Chinese visitors has increased by over 20 percent a year.
“Growth has been generated by major international events and congresses. Helsinki has also gained increased hotel capacity towards the end of the year, but the benefits of this will not yet be seen in the statistics for 2016,” Becker adds.
The tourism figures for 2016 will be published in full in February 2017.
A year of major events in 2017
The City of Helsinki is celebrating the centenary of Finnish independence with over 50 special projects and hundreds of individual events. In addition, Helsinki will serve as the host for numerous major events in 2017.
The new year kicks off with the opening event of the Finland 100 centenary celebrations in Helsinki, where the New Year’s Eve festivities will move from Senate Square to the Kansalaistori square and the Töölönlahti bay. Other highlights in 2017 include the Lux Helsinki light festival at the start of January, the ISU World Figure Skating Championships in March and April, the National Skills Competition in May, Helsinki Day, which this year takes place over two days on 11 and 12 June, and the Flow Festival in August. One of the main projects of the Finland 100 centenary year will be the new Helsinki Central Library, which will be inaugurated on Independence Day in 2018.
“We are also revamping our marketing activities. Accordingly, Visit Helsinki will carry out city marketing by working closely together with our partners in accordance with Helsinki’s new brand concept and marketing strategy. Helsinki will also get a digital service designed to serve visitors, residents and businesses,” Laura Aalto says.
The new digital service with Helsinki’s updated visual image will be phased in as of the start of 2017.
Further information:
Laura Aalto, Development Director, Visit Helsinki
laura.aalto@hel.fi
+358 40 507 9660
Meltwater Media Analyst Ida Vehnämäki
ida.vehnamaki@meltwater.com
