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Tens of International Bloggers at the Nordic Travel Fair Matka

Press Release   •   Sep 09, 2014 12:30 BST

In January the Nordic Travel Fair Matka brings 40 international travel bloggers to Finland and Helsinki. The Nordic Bloggers' Experience is organized by Messukeskus Helsinki, Expo and Convention Centre, in cooperation with Visit Finland and Visit Helsinki. 

The first Nordic Bloggers' Experience (NBE) in January 2014 filled social media with Finnish winter exotics. Individual postings amounted to over 150 and nearly 1000 pictures were uploaded to Instagram tagged with #nbeFinland. Over 15 million people were reached on Twitter. 

Bigger, better and more of Finland's winter charm

In January 2015 NBE comes again and the event will take bloggers to more destinations in Finland, making the program also available for more bloggers in search of Finland's unique winter. The trips will take bloggers all over Finland from Lakeland to coastal cities and magical Lapland. To make sure that these trips present the best of Finland's winter quirks and charm, the trips are created together with local tourism organizations. 

- Last time NBE was a true success story. The city of Porvoo got good publicity around the world and the bloggers are still in touch with us and comment our pictures on Instagram and Facebook. The NBE also attracted attention locally, states Marketing Manager Sari Myllynen from Visit Porvoo. 

Bloggers and travel trade will be brought together

At the Nordic Travel Fair Matka the bloggers will get a unique opportunity to meet travel professionals around the world and join an extensive seminar and training programmes tailored toward bloggers' interests. The Seminar will include big topics from the field, such as different income streams for bloggers. In Helsinki the bloggers will get acquainted with the local food culture with a new food map. The bloggers also get the opportunity to see Helsinki on their own. 

- These bloggers promote Helsinki around the world. They are the forerunners of travelling and people follow their lead. With the help of NBE we have created a network of bloggers, which benefits us also in other projects, summarises Social Media Coordinator Elisabeth Heinrichs from Visit Helsinki. 

Radisson Blu is one of the key partners and accommodates bloggers during their stay in Helsinki in its four hotels. Each hotel has its own identity and the bloggers are challenged to capture those during their stay. 

- This type of cooperation gives us an exciting opportunity to bring to life the work that we have done to create these identities through the bloggers’ experiences and postings. Visibility in different online search engines is vital for hotels and this new form of cooperation with bloggers will no doubt give us more visibility both internationally and in Finland, describes Marketing Manager Marileea Järnefelt from Radisson Blu Hotels Finland. 

Bloggers can apply for NBE until the end of September at www.nbe.fi. Last year approximately 130 bloggers applied and this year 40 are chosen. In addition to international bloggers, 10 Finnish ones are chosen to act as hosts and to help in providing accurate content. 

The program is created again in cooperation with German travel blogger Sebastian Canaves-Börner (Off The Path), who has organized similar programme for bloggers at the world's largest travel event ITB Berlin. The producer of the project is CEO Inna-Pirjetta Lahti from Innastus Oy. In 2014 Nordic Bloggers' Experience won the first place in the Finnish Championships of Municipal Marketing in Finland.


The Nordic Travel Fair Matka is the largest travel event in Northern Europe. It is held at Messukeskus Helsinki, Expo and Convention Centre, 15-18 January 2015. Nordic Bloggers' Experience will take place 10-18 January 2015. 

www.nbe.fi ,  www.matkamessut.fi

More information on the Nordic Bloggers' Experience: 

Innastus Oy, CEO Inna-Pirjetta Lahti, +358 50 376 0824, inna-pirjetta.lahti@innastus.fi 

Visit Finland, Content Planner Eva Kiviranta, +358 40 775 6609, eva.kiviranta@visitfinland.com   

Visit Helsinki, Social Media Coordinator Elisabeth Heinrichs, +358 40 525 6997, elisabeth.heinrichs@hel.fi  

Messukeskus Helsinki, Communication Officer Riikka Luomanpää, +358 50 540 4231, riikka.luomanpaa@messukeskus.com 

Visit Finland, i.e. the Finnish Tourist Board, is a state agency actively promoting Finland as a destination for foreign travelers. Visit Finland works closely with Finnish travel regions, travel businesses, transport companies and ministries, marketing tourism to Finland from abroad.
Visitfinland.com

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