Savonlinna is a city in South-East Finland. It is by the beautiful Lake Saimaa and is surrounded by a unique nature. Finnish people know this Lakeland area very well and it is one of the most popular destination for Finnish people on summertime. On August Savonlinna City hosts an Opera Festival at Olavinlinna Castle. The Savonlinna Opera Festival has grown into an internationally recognized festival lasting a month. Each year it performs to a total audience of around 60,000, an estimated quarter of whom come from abroad. In addition to these Savonlinna has plenty of other services and companies, health care related companies among them, which are world class, but not well known outside Finland. Savonlinna companies Health and Wellness Resort Kruunupuisto and Breast Cancer and Breast reconstruction Clinic Helena united their resources to attract Chinese Health Tourists. As their partner they chose BlueCloud. After the project started, seven other Savonlinna companies joined them.
The Media Promotion Project included 3 steps:
Press Conference for media and tourist agencies was held in Beijing. For that companies prepared by producing brochures, videos and other promotion material in Chinese. They were also asked to partner with a Finnish Travel agency to design trips to Finland and include their own packages into the plans. BlueClouds task (in addition to translating all the material) was to invite related media and agencies to event and handle all practical arrangements. For Clinic Helena was also necessary to arrange cooperative hospital and doctor/s to check patients in China before travelling to Finland for treatment. As Finnish Companies came to Beijing for Press Conference, also several meetings with Travel Agencies were arranged afterwards.
Media trip (10 persons) to Savonlinna was arranged two weeks after Press Conference. The arrangements were done by BlueCloud and trip content was planned by Savonlinna Companies and Finnish Travel Agency.
Media Promotion package included 4 x showing a program about the destinations in BTV. In addition a 30 minute Radio program in Traffic Radio Beijing and Tianjin, and half edition of New Beijing Newspaper were published.