Niche Marketing Building Awareness and Sales Building Market Share Niche Marketing Tapping Into New Growth Markets B2B New Product Launch Cruise Ship Launch Building a Buzz Launch Of Hotel Rebuilding a Destination New Product Launch Tapping Into New Markets Creating Brand Identity Building Off - Season Sales Building Hotel Sales Post Crises Relaunching in Crowded Marketplace Resort Relaunch Generate Revenue & Awareness Via Social Media Twitter As Luxury Marketing Tool
Niche Marketing : FinlandWhen Finland retained KWE Partners to re-launch a major tourism campaign, we urged the client to adopt a distinctive leadership position that would allow it to emerge from the shadows of its better-known Scandinavian cousins to capture a larger share of the lucrative U.S. travel market. As we launched the program, Finland's tourism appeal was relatively unknown in the U.S. The challenge was to build excitement about the country's unique culture, cuisine and mosaic of attractions, and work to establish Finland as a popular travel destination among a broad range of audiences in the U.S.
KWE Partners launched an innovative program of specialty marketing and niche positioning to popularize a relatively little-known Scandinavian country among U.S. travelers. As a result of this campaign, one of the first to leverage the power of niche marketing, a nation that had languished in the shadow of its better-known Scandinavian neighbors enjoyed a surge in U.S. tourism that exceeded 20 percent.
We accomplished this by launching a highly innovative marketing and public relations campaign designed to cultivate an image for Finland as an exotic, one-of-a-kind travel destination offering a wealth of attractions for consumers and business travelers. We created and executed a number of newsworthy special events and marketing promotions showcasing such colorful sporting events as Finland's Annual Santa Claus Arctic Golf Tournament and Lapp Reindeer Races, and capitalizing on such popular cultural attractions as the open-air Savonlinna Opera Festival and Pori Jazz Festivals. Among the events we arranged were
- Semi-annual marketing briefings for the most prestigious travel industry and consumer media to reinforce Finland’s positioning as a distinctive travel destination for U.S. business and leisure travelers.
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