Students and academics from University of Greenwich, London and Haaga-Helia University of Applied Sciences, Helsinki joined together online for International Week 2021.

International Week is a great opportunity to approach marketing and advertising from an international perspective. It is a week packed with insightful academic sessions and engaging industry speakers. This year’s speakers were sharing their experiences at Nike, Finnair and Crayfish.

Culture and creativity

Alongside this year’s industry and academic sessions we had the chance to participate in group work with the aim to rebrand UK after Brexit. The campaign was to promote lesser known areas of the UK, focusing on areas of outstanding natural beauty, culture and heritage appealing to thrill seekers.

As a dynamic group, we were able to quickly come up with the campaign idea #MoreThanLondon.

Learnings and future work

Groups were randomly assigned and started working on the campaign immediately. As the winning team, we each played to our strengths within research, marketing strategy, communications, consumer behavior, content and multi-channel marketing.

We selected millennial Scandinavian tourists as our target segment. Based on the data and insight collected, this segment seeks culture, new adventure and exciting activities. By creating a 360 degree view of the target audience and using a combination of an empathy map and persona, we created Erik, our Scandinavian millennial.

The rebranding campaigns were then pitched virtually to an academic panel with members from University of Greenwich and Haaga-Helia. Each presentation brought a different perspective and fresh thinking to the campaign. Our campaign was praised for creativity, content and strategy. The panel also acknowledged that with more time even greater results could be achieved.