April 9th, 2018
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ING APPOINTED TO RAISE HELSINKI’S PROFILE AS TOP NORDIC DESTINATION

ING has been appointed by Helsinki Marketing to raise the city’s profile as Europe’s premier tourist destination, recognised through its cultural attractions, emerging architecture and urban scenes.

Finland was recently voted the happiest country by the UN’s annual report, and its capital Helsinki is one of Europe’s fastest growing cities, already well known for its saunas, emerging food scene, start-up and tech hub and its proximity to nature. The city has a young culture of creativity, design and experimentation – demonstrated by events such as FLOW music festival and the Slush start-up and tech conference.

Central to the campaign will be the opening of two major cultural projects in the city centre – Art Museum Amos Rex designed by JKMM architects and the Helsinki Central Library Oodi designed by ALA architects. Both showcase world-class Finnish architecture.

In particular, the new Central Library showcases Finland’s leading role in developing the libraries of the future. Finland was named the world’s most literate nation in 2016 and Finns are amongst the world’s most enthusiastic users of public libraries: the population of 5.5 million people borrows close to 68 million books a year.

A key part of the promotion will be the Finnish Pavilion at the 16th International Architecture Exhibition of La Biennale di Venezia this year. The exhibition is organised by Archinfo Finland with the support of the Ministry of Education and Culture of Finland and the City of Helsinki.

ING has provided PR services for La Biennale di Venezia an international architecture festival, since 2010. The Pavilion of Finland will be transformed into a temporary library space celebrating the continuous development of Finnish library architecture from the late19th Century until today in anticipation of the opening of the new Helsinki Central Library.

ING’s brief will be to provide and support the exhibition with international outreach, media relations and all PR activities for the Biennale. ING will also be promoting the British Council and the Australian Pavilion at the Biennale.

A growing 40-strong team, ING is a leading PR and communications agency specialising in the built environment, including the cultural infrastructure, architecture, property, and design sectors. The firm works with some of the largest and most prestigious names in the sector including MIPIM, Native Land, Amanda Levete’s practice AL_A, The British Council, HB Reavis and Lendlease.

Leanne Tritton, managing director of ING, said:

“The Nordics have never been more popular as a tourist destination and Helsinki is its well-kept secret. Helsinki enjoyed a record growth in tourism in 2017, and 2018 is a milestone year for the city with the opening of the new Central Library and Art Museum, but in truth Helsinki is already a fantastic destination for anyone interested in the arts or trying new food and embedding themselves in the local culture.

“Finland takes libraries seriously. They play a central role in the nation’s civic life and public libraries have been voted the second most important resource for Finns after tap water. You can do everything from renting a book to hiring skis in them. We’re thrilled to promote this new landmark that symbolises an entire nation’s way of life.”

“Our extensive experience working on design and cultural projects such as the new MAAT museum in Lisbon, the Venice Biennale, British Council and Design Shanghai puts us in the perfect position to tell the world Helsinki’s story.”

With thanks to Eetu Ahanen for the use of this image.

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