Estonian SPA associationlaunch on Moscow market

Aleksandra Moorast Corpore Public Relations

Tallinn, Estonia

14.05.2010

NGO Estonian SPA Association consolidating 17 leading Estonian health centers, sanatoriums and spa hotels launched a major PR campaign on Moscow market in September 2009.

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27.3.07

We wished to give our campaign a human face and selected Estonian singer-superstar Anne Veski, who is well-known and dearly beloved in Russia and throughout former USSR, as our spokesperson and official face of the campaign.

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The project began with Estonian SPA culture presentation events at the Estonian embassy in Moscow.

Thematic campaign in Moscow media consisted of intensive daily media relations, both general and one-on-one

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With insignificant marketing budget and without buying a single advertisement space we have managed to create a powerful word-of-mouth communication network.

200 new media contacts, over 100 original publications in the online and traditional media incl travel, culture, lifestyle, health, sport, beauty, women and mainstream news outlets.

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A 430% increase in traffic on Estonian Spa Association website from Russia, ↑63% for the RU underpage

Direct communication and quality contacts with 150 new business partners in travel sector plus 200 media outlets

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In the IV quarter of 2009 the number of Russian tourists in Estonian SPA Association member hotels doubled compared to the relevant period in 2008 (2760 tourists from Russia (7107 beds) in the IV quarter of 2009, 1148 (3968) – in the IV quarter of 2008. Source – official statistics, Estonian SPA Association).

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Kampaaniaveeb

Terviklik ülevaade Eesti spaadest Atraktiivsed, ainult Vene turule suunatud

hooajalised kampaaniapakkumised Ülevaade transpordivõimalustest Promomäng veebi külastajatele + andmebaasi

kogumine Imagofilm veebis