SEK Design - Visit Finland

About Finland and The Finnish Tourist Board

Finland is a Nordic country situated in the Scandinavian region of northern Europe. It has borders with Sweden, Russia and Norway, while Estonia lies to its south across the Gulf of Finland.

The Finnish Tourist Board, MEK, works in close cooperation with and for the Finnish travel industry, implementing and financing marketing projects within the industry.

About the Visit Finland Design Case

Due to the huge volume of travel marketing and the plethora of potential travel destinations for tourists, the Finnish Tourist Board recognized the need for renewing Finland's destination branding – the need to stand out. Disruptive strategy and design work resulted in country branding based on the key idea that in comparison with most other countries, Finland is something else – totally individual, unconventional and fresh. It is a welcome alternative to places crowded with tourists. Finland's country branding breaks the conventions and clichés of travel marketing, represents the true qualities of Finland in an ironic, yet positive way and communicates the attributes cool, creative, contrasts and credible.

The new branding can be seen, for example, in brochures, at Helsinki Airport and later in Finland's travel portal visitfinland.com.