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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