The national tourism company of Finland, Visit Finland, has chosen MARCO, the international PR agency based in Spain, to lead the design and implementation of its communication strategy and drive its media relations and influencer management in Spain.
Visit Finland’s objective is to increase its visibility in Spain to become one of its key markets in Southern Europe. To meet this challenge, MARCO will design a strategy based on its consultancy and press office services, as well as the organisation of events and press trips. This comes naturally thanks to the wealth of experience gathered by the agency in the creation of country brands and the promotion of tourist destinations.
This expertise is supported by the publication of the successful book, ‘Country Brand, a Country as a Brand’, written by MARCO’s founder and CEO, Didier Lagae, and published in 2019. In this book, the main components of the concept of the country brand are analysed. This consists of the two central axes, ‘doing business’ and ‘doing tourism’, which must be integrated seamlessly in order to improve the perception of any country, with the objective of promoting business and attracting tourists.
Visit Finland will develop and market the country’s image as a novel tourist destination whilst promoting its main attractions. It will also help Finnish travel companies to internationalise, develop, sell, and market their high quality travel products. In addition, Visit Finland also helps facilitate investments in the Finnish travel sector and promotes the country as an international business event destination.
As Didier affirmed, “it is a pleasure to be able to take on the challenge of creating a brand for a country as attractive and with such unique potential as Finland. We hope to accompany them in their impressive growth in the sector. Visit Finland joins our Tourism Department client portfolio, and, thanks to the experience gathered over the last few years by our PR and digital team, we are sure that we can further improve the perception Spanish people have of the Nordic country, by showing the wide range of possibilities offered by its tourism.”
“We are very happy to work with an agency like MARCO as they help us design and implement our communication strategy with the media and influencers. We hope that their experience in country branding and the creativity of the agency will allow us to make Finland better known in Spain and increase the public’s desire to visit our country”, adds Joonas Halla, PR & Media Manager of Visit Finland.