‘Go Wild, Choose Estonia’: The Estonian Conve...
‘Go Wild, Choose Estonia’

The Estonian Convention Bureau’s campaign exceed wildest expectations

Foto: Estonia Convention Bureau

The Estonian Convention Bureau’s ‘Go Wild, Choose Estonia’ marketing campaign has yielded stellar results in the year since its launch, including unprecedented growth in industry contacts, international press coverage and bureau membership, fresh statistics show.

Based on the continuing successes, the ECB plans to extend the concept’s use well into 2020. Introduced at ITBM World at the end of 2018, the ‘Go Wild’ slogan highlights the abundance of nature-related activities on offer in the forest-covered country while at the same time prodding decisionmakers to pick the decidedly novel destination. The theme has been the linchpin of the ECBs marketing activities since that time, with the organisation’s social media messaging, blog posts, website, trade show efforts and PR activities all falling under its conceptual umbrella.

Among the wins tied to the campaign are a 60 percent rise in requests made to the ECB – typically enquiries related to meeting space, hotels and programme ideas. Likewise traffic to the website increased by 25 percent over the period. The ECB’s social media accounts are also booming, with Facebook followers up 96 percent over the year, Instagram followers up 162 percent and LinkedIn connections up a whopping 600 percent. 

“We knew we’d found a strong concept and strategy with the ‘wild’ theme, but we never anticipated the scale of positive attention it would attract. It’s generated an amazing response both among the international conference market and among key players in the Estonian travel trade, many of whom have decided to jump on board and become members,” said the Estonian Convention Bureau’s Managing Director, Kadri Karu.