Estonia set to 'Go Wild’ at IBTM

The Estonian Convention Bureau and Visit Estonia will be rolling out their new marketing concept for the country, ‘Go Wild, Choose Estonia!’ at the IBTM World trade fair in Barcelona, 27-29 November. The campaign is designed to highlight the novelty of Estonia as a meetings destination as well as the many nature-related experiences available there. For many Europeans, the small Baltic state is most popular as a stag or hen party destination, but the ECB is intent on putting MICE potential in the focus. “The ‘Go Wild’ slogan works on many levels,” explained ECB Marketing Manager Riine Tiigi, “starting with the idea of daring to be different. “Estonia is still quite unknown in the meetings world, so planners booking Estonia have to be a little adventurous. With this campaign, we want to encourage them to be brave and try something new,” she said. The same notion extends to the country’s conference venues, many of which, like the retro-industrial Tallinn Creative Hub and the Seaplane Harbour, fall into the ‘wild’ (i.e. unusual) category. Tiigi also noted the campaign aims to show that Estonians are not the cliched ‘dead-serious’ people. “We’re okay with making fun of ourselves,” she said. The slogan has a literal meaning as well, referring to the fact that 70% of the country is wilderness and Estonia’s ‘wild’ side opens up a wide array of incentive activities from scenic nature walks to bogshoeing, kayaking, animal tracking and more. Visitors to IBTM can find out more about the campaign at the Go Wild with Estonia Happy Hour, on the Estonia stand, D27, 27 November from 17.00 onwards.