Last week, Enterprise Estonia launched an autumn campaign designed to remind people who live in Estonia how nice a "stay-at-home" vacation can be. As a new feature in the promotion, which is being held for the sixth time, Estonian hotels with Green Key certification are holding a joint promotional campaign offering educational and diverse package tours in Estonia's great outdoors.
"As in years past, this campaign is being held in early spring and autumn to help overcome a primary problem faced by Estonian travel agents - the seasonal business cycle," said Tarmo Mutso, director of Enterprise Estonia's tourism development centre. "Spotlighting good opportunities to go on holiday within Estonia is all the more important considering that the number of domestic tourists who spent the night at Estonian accommodations providers dropped 20% in the first seven months of 2009."
The main output of this instalment of the campaign, which is co-financed by the European Regional Development Fund, is the www.puhkaeestis.ee website and a consumer game on the interface that is promoted on outdoor advertising media and in a TV clip, Internet and radio commercials. The website features over 100 distinctive package tours. "You don't necessarily need to travel to a distant land to enjoy a good holiday," said Mutso. "It's sufficient to take a closer look around Estonia and find what is special - the things that can't be experienced in such a genuine form anywhere else in the world."
One of the special opportunities this time around is the number of environmentally friendly packages. The "Key to Autumn" campaign includes eight packages, offered by hotels with Green Key certification in different places around Estonia: north to south from Harju County to Võru County and southwest from Pärnu County to the Estonia's northeast. The tours were developed based on the following principles:
- Discovering nature. Tourists are offered a chance not only to spend time outdoors but get to know Estonia's nature better with an experienced guide - whether it's wolves, ants or former oil shale mines.
- Relaxation. Besides active and outdoorsy pursuits, the hotels in the promotion are offering various exciting opportunities for spending time at the hotel - so that the weekend getaway would feel like a full-fledged holiday.
- Comfortable, convenient and worry-free. Customer comfort is considered important - the hotels guarantee free transport between hotel and the nature destinations.
- Every weekend. The packages are on offer for all weekends in October, other times are available as well by making arrangements with the participating hotels.
- For a minimum of two. The packages, including the guided tours, are for 2 and more customers. Even if you order the tour for two, a memorable experience is guaranteed.
- Proceeds go to a good cause. 5% of the campaign proceeds will go toward organizing a nature camp held at Palupõhja Nature School for children with mental disabilities from the Tallinn Children's Home in the summer of 2010.
The "Key to Autumn" promotion is organized by Consumetric OÜ. Information is available at www.puhkaeestis.ee.
The visual identity for "Puhka Eestis" - the Estonian version of visitestonia.com - is based on various birds who decide to stay in Estonia instead of their usual activities such as heading south for the winter. The creative concept was developed by Tank Agency with assistance for the campaign provided by Aegis Media Central Services.
The Enterprise Estonia tourism development centre will draw two prizes during the campaign - two package tour experiences. In one of them the winner will take friends on an adventure in the Pärnu area. The other offers a pleasantly relaxing spa holiday set in the scenic south of the country. The campaign will run until the end of October, which is when the winners of the consumer game will be announced.