Arctic bliss throughout the land

Lapland Hotels is the largest privately owned hotel chain in Finland, boasting 19 hotels and 9,800 restaurant seats sprinkled all over Finland. Their portfolio is enhanced with five ski resorts and the largest Nordic program service company, Lapland Safaris. Lapland Hotels was founded to bring the magic of Lapland to the whole country - from the call of the fells to urban living.

When Lapland Hotels wanted to revitalise its brand and reach new customer groups, it chose Avidly as its partner. The aim was to bring the unique nature and culture of Lapland closer to city dwellers and create holistic experiences.

Lapland Hotels creates mesmerising experiences with Lapland-inspired accommodation and catering services, as well as activities and tranquillity from the Arctic nature.

Customers are looking for more than just accommodation; they want experiences. The target group, the epicureans, are willing to pay for quality and unique moments, both on business and leisure trips. Avidly has helped make this message a reality through a wide range of marketing communications, both tactically and at the brand strategy level.

With this knowledge, we refined the communication brand together: city hotels exude a personal northern atmosphere, while in Lapland, under the cover of fells and national parks, guests are greeted by unique experience centres and activities. An important aspect of the cooperation has been to outline marketing communication paths for Lapland’s experience centres and high-quality city hotels, which intersect at critical points for the brand.

Avidly executed a variety of marketing activities for Lapland Hotels at both chain and individual hotel levels, from a global advertising concept to individual consumers. Avidly created a new brand identity for Lapland Hotels, emphasising the northern narrative. This is reflected in all marketing materials, from TV commercials to social media campaigns. The launch campaign for the new hotel on Helsinki’s Boulevard, for example, used outdoor advertising, social media and video advertising.

Over the years, we’ve built Lapland Hotels’ brand recognition, awareness, consideration and sales through the following activities:

• Brand strategy, concept and identity.
• Annual campaign plans, including City Hotel’s
  Staycation packages and Lapland Summer Lapventures (channels include TV advertising, social media, digital advertising, print advertising).
• A refreshed visual language.
• Ongoing production marketing, such as brochures and physical marketing materials.
• Recruitment concept and advertising.
• TV spots.
• Outdoor advertising.
• Advertising on TikTok, Facebook and Instagram.

Working with Lapland Hotels, we were able to deliver holistic experiences that appealed to both new and returning customers. In particular, the launch of Lapland Hotels Bulevardi gained significant visibility on social media, making the hotel a topic of discussion and generating interest.

The 2023 Staycation campaign update was particularly successful. TV commercials increased brand awareness, online videos attracted new audiences, and social media and search engine advertising encouraged customers to explore offers and make bookings.