Country Branding: Doing it the Finnish Way.

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https://vimeo.com/153078403

Emojis is a language based on symbols. It has gradually become a part of everyday communications around the world. Smileys and other ideograms, which usually describe emotions, compress much information into a small space.

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COUNTRY BRANDING:

DOING IT THE FINNISH WAY

Director Ville CantellMinistry for Foreign Affairs of FinlandJune 2, 2016

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The results are economical, political and cultural:

• A consumer turns into a fan of an entertainment brand from country X

• A consumer buys a product designed or made in country X • A company invests in country X or chooses a partner from

that country• A person brings his/her family to country X on holiday• A student decides to do his/her master’s in country X• A government prefers consultants from country X• A country wants to partner with country X in international

organizations and processes

Decisions and choices are made every day based on the image a person, a company or a government has of another country.

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Finland seen through the eyes of

others

Country Brand of FinlandAnholt-Gfk Roper Nation Brands Index 2013: Finland 17/50

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Exports 15.Investment/immigration 15.

Tourism 27.

Governance 9.

Culture 27.

People 17.2014: Germany nr. 1, Russia fell. 2015: USA nr. 1 again.

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"In soft power terms Finland punches above its' geopolitical weight.”

but

”We are underperformers in country brand and in attracting investments if you look at all the other rankings where Finland is

at the top.”

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Background• report in 2010 by Country Brand Delegation

headed by former Nokia CEO Jorma Ollila.Finland is...- a functional country focused on problem

solving- education and know-how are valued and

world-class- diversity of nature is a big and valued

resource.

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Due to strong Nordic ties, Finland’s free, universal education system began to develop in the mid 19th century (1866).

Since 1921, every Finnish child has had access and been required to attend top quality, free-for-all basic education.

Finland was also the first country in the world to grant women full political rights in 1906.

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Strengths

Finland has a high-class education system Everyone is important, the ethos of "no one is left

behind" still thrives Equality, low levels of hierarchy, co-operation Smart use of resources Practical, problem-solving mindset Open society, low levels of corruption Freedom of speech and a free press

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Strengths Competitiveness Gender equality Cleanliness, close relationship with nature Functionality Investments in R&D, a strong innovation culture, a

high number of patents per capita Very strong rule of law Original and highly versatile cultural life

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Tools

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thisisFINLAND thisisFINLAND web page at finland.fi in 7 languages (Arabic to be launched

early June) - approx. 2,5 million unique contacts/year- includes a FINLAND toolbox with pictures, presentations, videos etc

thisisFINLAND Social Media (Eng, Chi, Rus): Facebook, Twitter, Vkontakte, Weibo, Wechat, Instagram and a YouTube channel to be activated with vlogs 2016

thisisFINLAND Magazine in January (Eng) and March (5 other languages)

Brochures 2-4 out each year, next in line Customs&Manners, Design and Creative Finland, as well as update of the Education brochure

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Other tools Embassy events and campaigns:

Priority countries 2016-2018: UK, US, Russia, France, Germany, Poland, Turkey, China, India, South-Korea, Mexico, Egypt, Japan

Embassy web and SocialMedia presence, model: Tokyo Media visits to Finland, around 300 per year organized

MFA VisitFinland activities incl. campaigns, website, SoMe Goodnews from Finland SoMe and Finnfacts visits Regional efforts, especially Lapland and Helsinki region

Presenting Team Finland

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Why Team Finland?– The world economy has changed: Finland’s success more

dependent than before on the success of Finnish companies abroad. Export promotion not enough: the state must attract investments and communicate Finland’s strengths.

– In Finland, services in this sector were scattered, with little cooperation between actors. As a result: services hard to find for companies. Closer cooperation essential to ensure both the quality of customer service and the efficient use of public resources.

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Before

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Now

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More than 80 teams abroad, 15 in Finland

One-stop shop: companies can contact the network by calling a service number +358 295 020 510 or through an online contact request.

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Emojis-campaign results

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In the end...

• ...a small drop in the sea, hopefully leaving a tiny trace of a country that is easy-going and can laugh at itself & technologically savvy

Reasons for success:1. It was a GOVERNMENT, not a company, not

a promotion agency2. The choice of themes was bold enough3. Timing

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Some figures

• Total reach of around 200 million• First launch date mentioning both #Finland &

#emojis: 1500• First month media coverage: over 2000 articles and

inserts in ALL major global media• Explosion in contacts, media-enquiries, questions,

co-operation offers• Several communications awards

03.05.2023 F O O T E R H E R E 27

C r e d i t Ta i p a l e b r o t h e r s

KIITOS! THANK YOU! Twitter: @villecantellEmail: [email protected]