Kalajoki’s best ever summer
In spring 2016, Kalajoki Tourism Association decided to revamp their marketing efforts. Some significant innovations and investments were taking place in the area, but Kalajoki had forgotten about tourists. The images of this magnificent district relied on the past, and the ways used to tell people about the renewed Kalajoki were not functioning properly.
In spring 2016, NTRNZ media revamped the visual expression, with the traditional logo continuing to operate as the foundation of the area’s image. Our main message was encapsulated on the basis of a questionnaire sent to the enterprises in the area and interviews conducted on site. All planning and designs took into account all the services available at the resort and their competitive advantages over the competition. The end result was a multimedia campaign launched in early summer 2016 with the theme “Conquer Kalajoki”.
Media selections were made by NTRNZ media in cooperation with the Kalajoki Tourism Association. For the television and VOD campaigns, we dug up from the archives a song made by the legendary Finnish singer Tapani Kansa called “Kalajoen Hiekat” (Kalajoki Sand Dunes), which was combined with the modern and youthful visual narrative. Over the summer, Kalajoki was visible in the largest printed media, nationwide in its television campaign, on the streets of Tampere, and globally with its revamped website. The brainstormed entirety for the trade fair stand supported the message conveyed by other media. The billboards in the area were also renewed in one fell swoop.
The end result was summer 2016 becoming the best ever summer experienced by Kalajoki. During some of the busiest weekends, everything was fully-booked, and there literally was not even enough room to pitch a tent. We received many thanks from so many entrepreneurs in the region, as the marketing campaign was immediately apparent with the abundance of customers. The outstanding results obtained will continue with marketing efforts for 2017.