Robbie Williams to be the first celebrity in Estonia’s new promotional campaign

27.06.2013, 16:00

Britain's most successful solo act Robbie Williams will have a prominent part in Estonia’s new promotion campaign that is financed by Enterprise Estonia with money from the European Regional Development Fund, writes Postimees.

The concert to be performed at the Song Festival Ground on August 20, when Estonia marks the Day of Restoration of Independence, will be the penultimate stop on Robbie Williams' “Take The Crown Stadium Tour 2013” and it will be filmed live for a production to be titled “Meet me in Tallinn.”

As part of the social media campaign 10 fans will be brought to Tallinn and the video clips to be shown in between the songs will feature Tallinn and Estonia.

Martin Hirvoja, board member of Enterprise Estonia, said cooperation with Robbie Williams is an example of Enterprise Estonia's new approach to tourism marketing because being smart and special solutions are needed to win the attention of a bigger audience.

“In addition to ordinary campaigns we've decided to employ cultural and sports events taking place in Estonia more for increasing awareness of Estonia worldwide, just like the international stars hailing from Estonia, whose words definitely carry more weight with fans than the messages used in our traditional campaigns.

The traditional approach that we have been using so far will not disappear completely, however, because it has worked well and the number of tourists visiting Estonia has been growing every year. Just the focal points will change,” Hirvoja said.

“This year we will forgo our regular tourism campaign in London, as we wish to bring Estonia to 32 million people all over the world with Robbie Williams instead,” the manager of Enterprise Estonia said.

He added that the size of the budget of the project involving Robbie Williams was 300,000 euros and Enterprise Estonia would use for it funds that would normally be spent on the annual London campaign.