Sharpening the Communication Strategy – Visit Pyhä Luosto Branding

Visit Pyhä-Luosto ry is an association of businesses in the Pyhätunturi and Luosto regions, aiming to enhance cooperation between the companies, protect their interests, and increase the region’s attractiveness. The challenge in joint marketing has been the “two-player” problem: representing two distinct areas with their own websites, social media channels, and differing identities with unified and standout messaging. The assignment sought to sharpen the marketing message of the region, with a focus on promoting summer tourism to domestic audiences.

Highlighting the Brand’s Inspiring Core Through Collaboration

To refine the communication strategy, we worked together with the businesses involved in Visit Pyhä Luosto to define the brand’s inspiring core. The Pyhä-Luosto brand is centered on the concept of contrasts: Pyhä and Luosto are separate yet closely located destinations, differing in character and target audiences, offering the opportunity for two distinct experiences within one vacation. This contrast is positively reflected in the region’s nature, services, and values concerning sustainable development.

Through branding workshops, we gathered strong insights from businesses not only about the uniqueness of the region’s nature but also about its business environment and services. Together, we were able to craft a strategic communication focus that the companies found easy to commit to. The brand’s inspiring core has been leveraged in Visit Pyhä Luosto’s tourism marketing to Finnish audiences through various channels, including radio, social media, banner ads, and print materials.