Introduce Estonia – a second wind for the country’s campaign

Introduce Estonia is the second coming of brand Estonia. It is the second step in a process that was started in 2002. While the previous platform “Positively Transforming” introduced the main pillars of Estonia as a brand, “Positively Surprising” elaborates, modernises and systemises them, bringing the brand closer to practical communication.

The Brand Estonia comprises two key areas: external communication and internal communication

External communication

The external communication strategy is divided into three sub-strategies: tourism, business and education. While the target audience of business area consists of business circles interested in investing into Estonia or buying local products, the target group of tourism area is very broad. It includes individual travellers, groups and families, as well as different institutions from all over the world. More information…

Internal communication

I Love Estonia is the other side of the Welcome to Estonia medal. While Welcome to Estonia is an invitation directed to foreign countries, I Love Estonia shows our affiliation and dedication to our home. In a way it proves that the invitation on the other side of the medal is reliable. More information…

All details regarding this nation branding campaign are available on the website A Toolkit for Introducing Estonia

(Photo: Indrek Alija)