Marketing campaign in Germany: Promoting Ruka-Kuusamo as a travel destination for outdoor segments

Marketing campaign to inspire outdoor segments in Germany to travel to Ruka-Kuusamo (in Finnish Lapland) during summer/autumn time.

Ruka-Kuusamo in Finnish Lapland is an international holiday destination. At the moment our main season for international visitors is winter. We are eagerly looking for new possibilities to build up a stronger summer and autumn seasons in the international markets. By summer and autumn seasons we mean May-October. We want to set up a marketing campaign that reaches German markets. Germany is one of our most important international target markets. The campaign aims to reach outdoor segments that are willing to travel after their interest. From the outdoor segment we are especially interested in the following interest groups: hiking, trail running, paddling, nature photography and mountain biking. We are also willing to search the potential of family segments under these interest groups. Ruka-Kuusamo has lots to offer for these interest groups. We hope to find the previously mentioned segments by focusing our marketing actions to channels that really meet the outdoor segment, such as special interest organizations and their members, special interest magazines, blogs, podcasts and influencers. The sender of the campaign is Ruka-Kuusamo and therefore the people will be guided forward to Ruka-Kuusamo's web pages and social media channels. We hope to include some tactical aspects in the marketing materials, like booking tips and links to our web site www.ruka.fi/en. The media budget for this campaign is 50 000-60 000€. The media budget covers all the costs of marketing actions, incl. influencer fees. In addition to the media budget, we have budget that covers the services of the chosen marketing agency. The preparations of the marketing campaign will start immediately after the tender process is over, assumably in late-January. The campaign will end in late-August. At the same time of this tender procedure and campaign preparations, we are running another project that aims to provide us new market information about DACH and Benelux markets, and benchmark information about Nordic summer tourism compared to Ruka-Kuusamo. The results of these surveys will be used as the background information for this marketing campaign if it is possible with the given timetables. SUMMARY: Target market: Germany Target groups: outdoor segments in connection to hiking, trail running, paddling, nature photography and mountain biking. Plus, family segments under these special interest groups. Channels: - special interest organizations (for example member magazines and newsletters, social media) - special interest magazines (for example advertorials, ads, social media) - blogs, podcasts and influencers connected to the selected special interests (for example posts based on given material, interviews or research trips. Note. max 2 research trips during the campaign) Media budget: 50 000-60 000€ Timetable: from February to late-August (all marketing actions must be completed before 27.8.2023)

This marketing campaign is funded by European Union, through a development project. This means that in all marketing content we have to include the European Union logo.