The Estonian Convention Bureau (ECB) and Visit Estonia will be rolling out their latest marketing concept for the country, ‘Go Wild, Choose Estonia!’, at the upcoming IBTM World 2018, taking place from November 27-29, 2018 in Barcelona, Spain.
The idea, which will become the focus of workshops and other marketing activities carried out by the organisations in the coming months, is meant to highlight the novelty of Estonia as a meetings destination as well as the many nature-related experiences available there. The slogan has a literal meaning as well, referring to the fact that a full 70% of the country is covered in the wilderness.
“The ‘Go Wild’ slogan works on many levels,” explained Riine Tiigi, Marketing Manager, ECB “starting with the idea of daring to be different. Estonia is still quite unknown in the meetings world, so planners booking Estonia have to be a little adventurous. With this campaign, we want to encourage them to be brave and try something new,” she said.
The same notion extends to the country’s conference venues, many of which, like the retro-industrial Tallinn Creative Hub and the Seaplane Harbour, fall into the ‘wild’ (i.e. unusual) category. “We also want to show that Estonians are not dead-serious people. We’re okay with making fun of ourselves,” said Tiigi.
Estonians have relatively unrestricted access to these areas, allowing the nature-minded locals to partake in popular activities like hiking, mushroom and berry picking, and swimming in forest lakes. For visitors, Estonia’s ‘wild’ side opens up a wide array of activities from scenic nature walks to bogshoeing, kayaking, animal tracking and more.
Visitors to IBTM are invited to find out more about the campaign at the Go Wild With Estonia Happy Hour, taking place at the Estonia stand, D27, on Tuesday, November 27, from 17:00 onward. Those who drop by the stand can enter a prize draw for a trip to Estonia for two.