Vaisala
Vaisala has a strong brand image in instrumentation, particularly in aviation, meteorology, hydrology and defence markets. This long-established Finnish company had well respected products, but felt it needed to re-focus its marketing away from a technological push and into a more customer-solution approach.
BBN Finland was approached in 2006 to look at the strategic approach to marketing communications and the international roll-out of all key marketing and communications materials.
Approach
Together with the new brand positioning, work was also
undertaken to increase the consistency of how Vaisala faced the
market. All literature was reviewed and new key pieces developed
for each market sector. A combination of BBN Finland design and US
copywriting was used to deliver the best solution to Vaisala. The
new communication style has been rolled out across all areas
including adverts, brochures, events, and e-campaigns.
Results
Vaisala has acquired three major contracts totalling more than
16 million Euros in value, for the Australian Bureau of Meteo, the
Russian Federal Service, and the US Federal Aviation
Administration. They were also selected to the elite Cleantech
index, and Vaisala weather observation equipment provided the
weather information for the Beijing Olympics.
Involvement
This work was undertaken by BBN Finland, UK, and USA.
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