Communication as Key to Success
Bothnian Coastal Route is a project funded by Interreg Aurora. This tourism project aims to increase awareness of the coastal route around the Bothnian Bay and over the Kvarken strait in northern Finland and Sweden as a sustainable and attractive travel route for international tourists. The project brings together stakeholders to promote the region’s uniqueness while strengthening the tourism industry and cross-border cooperation.
Häggman explains that communication is adapted to the project’s target audiences.
Tour operators are the project’s external key target group, i.e. those we want to reach. A tour operator sells their own pre-packaged trips or packages that are customized according to the client’s wishes, both to other travel agencies and directly to the end customer. Key tools to reach this target group include personal meetings and a dedicated marketing site, bothniancoastalroute.com.
“By building trust and offering concrete solutions, the project demonstrates that the coastline along the Bothnian Bay has much to offer. The project’s operational team, which consists of six project managers across the project region, plays a key role in these contacts. The project managers’ active efforts, and above all their experience in destination marketing and their extensive network, are incredibly valuable”, Häggman explains.
On November 14th, project communication was at the forefront when the Kvarken Council’s Communications Manager Johanna Häggman presented the Bothnian Coastal Route project at an international seminar organized by the Interreg Aurora and NPA programmes.
Local export-ready companies are the project’s main target group, which the project supports by e.g. organizing workshops, company visits, and by promoting these companies in its efforts towards tour operators. Some initiatives strengthen the companies’ sustainability efforts, while others provide visibility and tools to meet international market demands.
“Personal contacts, such as phone calls and emails, often work best here and are complemented by newsletters and invitations.”
“Strong, pre-existing relationships between entrepreneurs and the regional project manager facilitate communication and remain in place regardless of whether the project is active or not.”
Communication directed at the public aims to highlight the efforts being made to develop the region, support businesses, and promote tourism development. By clearly showing what is being done, how it is being done, and why it is important, we create an understanding of how EU funding enables cross-border cooperation and development.
“Press releases are a central tool for providing journalists with clear and relevant information that is easy to use. Through the media, the project reaches a broader audience with its information and results – in cases where the press release yields results”, Häggman explains.
In addition to press releases, the media, public, collaboration network, funders, and decision-makers can follow the project’s work through the Kvarken Council’s newsletters, social media, and website, where current activities and progress are regularly shared.
The intended target audiences from Bothnian Coastal Route’s communication plan. The project’s overarching target groups are highlighted in blue, while the target groups for marketing efforts (in work package 3) are highlighted in yellow.
Bothnian Coastal Route’s Unique Communication Strategy
Bothnian Coastal Route distinguishes itself from many other projects led by the Kvarken Council through its communication strategy. Typically, we use established templates and make use of the Kvarken Council’s website, social media, and newsletters to save resources and avoid building new follower bases.
However, the project’s strong focus on marketing requires a more targeted strategy. This includes its own website and special initiatives, such as separate newsletters, to effectively reach its target audiences. The strategy is unique and tailored to optimize communication with the project’s target groups.
A total of 80 project communicators gathered at the seminar organized by the Interreg Aurora and NPA programmes.
Insights from Seminar Discussions
During the seminar, there was also discussion about how authentic material can contribute to the success of projects and engage target audiences. Collaborations with travel bloggers and influencers were highlighted as a way to reach new target groups and showcase the region’s true charm (such as here).
“We want to show the real image of the region – not just polished promotional pictures. Through more authentic stories and experiences, we create a connection with potential visitors and enhance the region’s credibility.”
The discussions also touched on the desire for the Interreg Aurora and NPA programmes to create a lasting platform for communicators in cross-border projects. Such a platform would enable the exchange of experiences, successful examples, and even lessons learned from less successful efforts. This would also strengthen cooperation and improve the quality of communication within the programmes.
The work of a communicator can often feel isolated, which is why joint forums to share ideas and strategies are invaluable.
“This is a good start. Meeting, reflecting on our work, and sharing experiences with other communicators is invaluable. Such forums help us develop strategies, gain inspiration, and strengthen cooperation between projects.”
“The support from Interreg programmes for strategic communication is crucial. To succeed, resources in both time and money are required, as well as clear target audiences and efforts that are planned and integrated from the start. We’ve done this well in the Bothnian Coastal Route project, but there is always room for new ideas, insights, and flexibility as long as the framework is in place”, Häggman summarizes.
The Bothnian Coastal Route project, which includes destinations in northern Finland and Sweden, aims to make the coastal route around the Bothnian Bay and over the Kvarken strait more well-known as an attractive travel route for international tourists.
Read more about the Bothnian Coastal Route project and take a look at the partnership and financiers HERE.
