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Photo: Visit Estonia

Estonia tells MICE visitors to go wild

The Estonian Convention Bureau and Visit Estonia are launching a new campaign this week at IBTM.

Estonia is rolling out its latest marketing concept to attract MICE visitors at the IBTM World trade fair in Barcelona this week, under the banner Go Wild, Choose Estonia!

The concept and slogan, which will become the focus of workshops and other marketing activities carried out by the Estonian Convention Bureau and Visit Estonia in the coming months, is meant to highlight the country as a meetings destination with the twist of also having many nature-related experiences available there.

“The Go Wild slogan works on many levels – starting with the idea of daring to be different,” thinks Riine Tiigi, marketing manager at the Estonian Convention Bureau.

“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.”

The same notion extends to the country’s conference venues, many of which – like the retro-industrial Tallinn Creative Hub and the Seaplane Harbour – appear to fall into the ‘wild’ (i.e., unusual) category.

“We also want to show that Estonians are not dead-serious people. We’re okay with making fun of ourselves.”

But the slogan has a literal meaning as well, Tiigi points out, referring to the fact that 70% of the country is covered in “wilderness”.

Estonians have unrestricted access to these areas, allowing nature-minded locals and visitors to take part in popular activities like hiking, mushroom and berry picking, and swimming in forest lakes.

Estonia’s wild side opens up a wide array of activities, the convention bureau highlights, from scenic nature walks to “bog-shoeing”, animal tracking and kayaking.

A leading global event for the meetings and events industry, the three-day IBTM World is being held on November 27-29. Visitors are invited to find out more about Estonia’s campaign at a “happy hour” and prize draw taking place at the country’s stand on November 27 from 17:00.

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