Hanko is an attractive tourist destination. Hanko, Finland’s southernmost city, represents sea, nature and well-being. Hanko is highly recognisable and its offerings are appreciated by both domestic and foreign tourists and leisure visitors. However, the city is increasingly in need of tourists, and this is where the importance of marketing comes into play. It must be ensured that Hanko is a top destination for a broad target group. It is important to make Hanko an attractive, service-oriented tourist destination all year round. The year-round character should be promoted by investing in marketing outside the summer season and through, for example, welfare and cultural services.
Marketing calendar
The annual marketing calendar is a great tool to plan and structure your marketing activities throughout the year.
Get the most out of the marketing calendar:
Anticipate:
The marketing calendar allows you to anticipate important dates, promotions and seasons well in advance. By planning marketing activities over a longer period of time, staff time, budgets and materials can be allocated wisely and evenly throughout the year.
Consistent communication:
The marketing calendar helps to build a coherent and consistent communication that supports the objectives of Hanko as a tourist destination. Recurring themes and visual elements are better managed.
Improved efficiency:
Well-timed and targeted marketing reaches customers when they are receptive. A yearly clock helps to time messages to the right moments, such as events, holidays or promotions.
PRIORITISATION OF MARKETING ACTIVITIES:
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A year-round tourist destination
The aim is to increase year-round tourism by extending the season, for example by planning joint events with entrepreneurs and the city’s culture department. Marketing actions will also focus on seasons other than just summer.
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Well-being, history and closeness to nature
Well-being and closeness to nature are strong themes that Hanko is known for. These themes are emphasised in the tourist office’s marketing and communication. It is important to note that responsible behaviour also includes activity in nature.
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Accessibility
The Tourist Office strives for multilingual communication and communicates extensively in Finnish, Swedish and English. The Tourist Office will introduce photography authorisation forms this year. Photos used in marketing and communication must always have the permission of the people in the photo to be used for marketing and communication purposes. Accessibility on the website will also be improved where possible. In the future, alt-texts will be added to the website and social media. Accessibility will also be considered in the written text.
MARKETING GOALS:
- Raise awareness of Hanko’s strengths and uniqueness
- Increase awareness of the diverse year-round offerings
- Increase awareness of train connections
- Hanko recognised as a city of wellbeing
- Growth in social media channels and newsletters
- Emphasise diverse opportunities for physical activity
