Estonia’s marketing and image projects have gone through a thorough cosmetic change as the earlier slogan Positively Transforming becomes Positively Surprising. According to Erki Peegel, director of marketing and communications at the Enterprise Estonia foundation and one of the individuals currently rethinking the country’s overall marketing concept, the core of the marketing message was changed because Estonia itself has changed quite a lot in the meantime. Peegel assured that Estonia has enough to surprise business and leisure travellers alike. The crux of the concept, he explained, is that Estonia has been greatly impacted by the Nordic countries, in terms of climate as well as culture; Estonians have lived on this land for a long time; Estonians are progressive and open to new ideas; and Estonia has “pure nature” and the picturesque Old Town of Tallinn. The brand "Welcome to Estonia" will also continue to be used.

 

Ohtuleht, 2009-01-24