Finnish Design Promotion

Finnish Design Promotion

Original purpose of this promotion was to flatten the seasonality especially in shoulder seasons which are Spring and Autumn in Finland. Finnish design was quite well known and popular in Japan as a part of Scandinavian design, but it was never utilized as tourism products. The basic idea is to offer the same products through the year, naturally there are price up-and-down by season. Consumers choose their own best season not only by weather, but also by financial situation.

Students might choose price reasonable season, which are shoulder season, wealthy business persons could choose high season both in weather and price.

The actual products are city break type, simple combination between flight, accommodation and some transportation. Finnish design tour was developed as package tours, too, which created new young lady clients for the agents. As one of the main activities, cinema promotion was introduced and Japanese long run movie “Kamome shokudo” hit the market and shooting location became popular spot for Japanese tourists. Finally Japanese ladies stayed in Helsinki for 3-5 nights , which is much longer stay than other products to enjoy Finnish design. Also as a result, this promotion developed Finnish design as shopping item.