EAS Estonian winter campaign in England

tankist — Tue, 06 Dec 2011 09:14:52 +0000

The survey revealed that many of the brits don’t know anything about Estonia and have never visited us. What a shame! So here’s what we told them – just like you’ll always remember your first kiss or your first bike, you’ll also remember your first visit to Estonia.

Why fly? Spend your holidays in Estonia!

tankist — Thu, 06 May 2010 11:26:49 +0000

When the volcanic ash-cloud halted all air traffic in Europe in spring 2010, leaving millions of travellers at home postponing their vacation plans abroad, we reacted fast and created a banner campaign “Why fly? Have your holidays in Estonia!”. We hit the sweet spot by positioning the banners next to news covering the air traffic chaos at the most popular news websites. So, really – why take the trouble of going abroad if you can take it easy and rest in your homeland?

EAS Estonian winter campaign in St Petersburg

admin — Sat, 21 Nov 2009 16:24:29 +0000

Many more St Petersburg citizens are now surely aware that Estonia is a great destination for winter vacation with a wide variety of culture events, classy restaurants and excellent spas.

Outdoors/prints together:

1. “Do You Hear?”

2. “Feel the Warmth?”

3. “Want to Taste?”

EAS Estonian winter campaign in Norway

admin — Wed, 04 Nov 2009 14:40:44 +0000

Surely many more Norwegians are now aware that Estonia is a great destination for a city break only 2 flight hours away.

Outdoors:

Banner:

Campaign’s web page:

Brand Estonia

tankist — Mon, 09 Mar 2009 09:41:14 +0000

Huhh… Where to begin? There are not many agencies in the world who could claim that they have branded a whole nation. FutureBrand, InterBrand and… us. ;-) Ok, there are more, but not many.

When it comes to branding a region the problems are usually not very simple. There are hundreds and thousands of different opinions and experiences and goals and facts and wishes to handle. Fortunately Estonia had a decade of track behind working with InterBrand and ASHA to analyze the data. The branding team has to be very delicate about everything they say or do. But being delicate is not a very good attitude to be different and outstanding (unless you are so delicate that it becomes an icon).

When we got involved, we started by defining the cornerstones of Estonia – the synthesis of previously collected data and opinions from different inputs.

Branding is not about logos or funny pictures. It’s more about attitude and the way people feel. Deeper insight makes better understanding and understanding is what a nation needs. Not just smart ads and endless promotion. At least this is what we think. Country brand on one hand is the actual experience (direct by visiting or indirect through visual) and on the other hand it’s a system how a country should talk about itself and what are the most important things.

Estonia is “Positively Surprising” by all means.
The positioning was a discovery of a very prominent work group of Estonia’s brightest heads lead by Cheltenham (UK) based branding firm ASHA (Mike Horn and Marksteen Adamson). The whole branding system is based on this positioning.

What does it mean?

We are not big nor we are well known in the world. But the people from all around the world who do know Estonia find it very interesting and much different (in a positive way) than they imagined it to be before visiting us. Estonia is a sort of a cross-road for different cultures and different interests through times.

We have been here 10 000 years which makes us one of the oldest nations in Europe but despite that we have always been very adaptive to different situations – starting from climate and ending with modern IT. We are a northern nation with surprisingly warm heart. If one goes deeper into our life he’ll find many contradictions that actually are completing each other and therefore making Estonia very rich in totally surprising contrasts. We are not exactly an extroverted nation but if you dare to take a closer look you’ll probably find something that is absolutely unique and engaging.

The system is best described in Brand Estonia Toolbox.
tutvustaeestit.eas.ee

The basic principles are explained in the brandbook and there are several other sub brandbooks that go into detail on different topics (tourism, internal branding, business and education). Everybody is most welcome to read and learn. The Toolbox is also about designing the communication. All branding elements, pictures and multimedia shows are there for the use of everybody (for free of course) who finds Brand Estonia useful and important thing for promoting his or her roots and home in everyday business or in life in general.

Everybody is very welcome to Estonia!

Here are some examples of materials that you will meet in the Brand Estonia Toolbox.

Brand Estonia brandbook (also available in English):

The brandbook for internal branding:

The brandbook for tourism:

Example of the use of the system:

Basically – just go to the Toolbox to discover the Brand Estonia. It’s worth of exploring.

Der Tank » EAS

EAS Estonian winter campaign in England

Why fly? Spend your holidays in Estonia!

EAS Estonian winter campaign in St Petersburg

EAS Estonian winter campaign in Norway

Brand Estonia