We’re delighted to have Liina Maria Lepik, Director of the Estonian Tourist Board, as one of our judges for the City Nation Place Awards. Ahead of the judging, we caught up with her to understand how Estonia’s place brand connects different stakeholders under a single brand vision, and how they’re talking about their sustainable values.

 

Visit Estonia is a part of the broader organisation, Enterprise Estonia. How can nations develop a collaborative storytelling approach across all pillars?

 

The core messages about a country must be developed in collaboration with all stakeholders (tourism, trade, invest, work, research, study, culture etc) – within and outside of our organization. The key is to agree on telling stories about a country that are always around mutual, core messages. While different stories or more specific messaging is built to meet particular needs, the starting point always has to be those core messages. Our core messages are always shared with one visual identity and brand logic to help grow wider recognition around Estonia. And we have a public toolbox which can be used by everybody to introduce and talk about Estonia in an up to date and on-brand way.

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