Lake Saimaa 2.0 PR activities in USA and UK

Lake Saimaa 2.0 project introduction The objective of the Lake Saimaa 2.0 project is to elevate Saimaa as a significant international year-round destination for sustainable tourism, to foster growth in direct and indirect tourism revenue by promoting the region's international recognition, the readiness of local entrepreneurs for global markets, and collaborative networks. Additionally, the project advances local businesses' capabilities to identify new business opportunities and models, develop customer-oriented products, services, and joint offerings, and enhance sales particularly in international markets. Mikkeli Development Company Miksei Oy is responsible for exploring and opening new markets, improving companies' readiness for internationalization, product development, and marketing, and supporting sales efforts in so-called new markets (primarily the USA, France, Spain, and the UK). Furthermore, MikseiMikkeli is tasked with increasing the region's awareness and executing media and PR work. Lake Saimaa Region introduction Lake Saimaa region is Finland's largest lake region. Saimaa’s countryside is famous for its beautiful sparkling lakes, boundless green forests and vast archipelago. With thousands of miles of shoreline, charming lakeside resorts, manor houses, villas and saunas, interesting history and a great gastronomy and a variety of activities, Lake Saimaa’s preserved natural beauty makes it a stunning destination adored by both the locals and visitors. The objective of the tender The primary goals of the tender: - To identify and contract a PR agency capable of delivering strategic communications that amplify Lake Saimaa’s presence and appeal in both the US and UK markets during the designated period. - The agency will be expected to develop and implement comprehensive PR campaigns, employing innovative approaches and local market expertise to position Lake Saimaa as a must-visit destination for discerning travelers. - The scope of work includes designing integrated media strategies, cultivating high-value partnerships, and creating impactful storytelling that distinguishes Lake Saimaa from competitors. The primary goal of the PR project: To maximize Lake Saimaa and the region's main tourism service providers visibility in media in USA and UK, to enhance the awareness of Lake Saimaa and it's higlights, and to boost the visitor numbers from USA and UK in 2026. The expected activities The selected agency should be able to: • Enhance Brand Awareness: Establish and elevate the Lake Saimaa 2.0 brand among target audiences in both the US and UK, leveraging culturally relevant narratives and strategic media placements. • Secure High-Quality Media Coverage: Achieve prominent coverage across reputable media outlets, both traditional and digital, in travel and lifestyle segments. • Foster Influencer and Stakeholder Engagement: Build relationships with key journalists, travel influencers, and industry stakeholders to generate authentic interest and advocacy for Lake Saimaa. • Drive Targeted Messaging: Ensure that all communications are tailored to resonate with the unique preferences, trends, and values of US and UK audiences, while maintaining consistent brand messaging. • Measure and Optimize Campaign Performance: Provide transparent reporting on KPIs such as earned media value, share of voice, engagement rates, and resulting inquiries or bookings, and refine tactics accordingly. • Support Event and Partnership Initiatives: Conceptualize and execute strategic events, collaborations, and partnerships that showcase Lake Saimaa’s offerings and generate tangible buzz in both markets. • Navigate Market Nuances: Demonstrate in-depth understanding of local market dynamics, regulatory requirements, and media landscapes to ensure compliance and optimal campaign effectiveness. Requirements of the selected agency - The agency must be able to propose activities in both USA and UK within the stated budget. - In addition to the core activities listed, the agency must demonstrate a proactive approach in identifying emerging trends and opportunities within the travel and lifestyle sectors, adapting strategies to remain ahead of the curve. - Expertise in digital storytelling, social media amplification, and cross-market collaboration will be essential for driving sustained engagement and visibility. - The ability to present innovative ideas—grounded in data and tailored to Lake Saimaa’s brand personality—will be key in differentiating the destination amid a competitive international landscape. - Agencies with proven international experience, creative vision, and the operational capacity and senior level experience to deliver measurable results for Lake Saimaa 2.0 in both the US and UK will be prioritized in the selection process. Procurement procedure and budget for tender The procurement will be executed as a reverse tendering process with a fixed service price. The evaluation of tenders will be based on qualitative factors. Maximum monthly retainer budget TOTAL is 4500 EUR per month for a 4-month project for both USA and UK activities. Total budget for 4 months is 18 000 EUR. With option to extend the contract with Saimaa Horizon project budget. Questions related to the tender must be submitted via Cloudia platform by October 3rd, 2025. The tender must be submitted via Cloudia platform by October 10th, 2025.