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Finnish Hospitality Association MaRa
Communications: Aims & Activities
7.11.2011communications manager Heli Satuli
MaRa’s communications
• Organisation:– Communications manager (all communication activities)– Managing editor of Vitriini-magazine– Editor (Vitriini-magazine)– Publications specialist (web, brochures, books, etc.)
• Mission: to support association’s strategic goals to strengthen MaRa’s role as industry’s spokesperson
• Main tasks & tools: 1) Member communications:
daily updated www-pages, extranet for members, monthly e-newsletter, Vitriini-magazine, communications working group (consists of member companies’
communication managers), monthly media survey
MaRa’s communications
2) External communications:Webpages, campaigns, brochures, Vitriini-
magazine, personal contacts
•Media relations: 2-4 press conferences/ year > economic outlook & other topical issuesPress releases when needed (quality, not quantity!)16 press releases so far in 2011Close contacts with key journalists “Be available when needed” > fast, friendly, fact based
MaRa’s media relations
• 355 articles/interviews concerning MaRa was published between Jan-Oct this year
• Mainly positive news for the hotel, restaurant and tourism industry> alcohol & economy are always interesting
• Topical issues in the Finnish media:Grey economy in the restaurant business (MaRa’s 6 € pizza campaign), night clubs’ difficulties, growing levels of imported alcohol from Estonia, pop-up restaurants, government support to cruising lines, unreasonable bans related to food hygiene or serving alcohol in restaurants, etc
• In addition MaRa has raised topics such as: Sector’s economic outlook, successful outcome of the court case against the Finnish Composers' Copyright Society Teosto, statement against Government’s plan to cut tourism & restaurant education
Grey Economy – Black Future
-10 % of the Finnishrestaurants’ turnover is grey > growingAccording to the policethe figure is 400-500 millioneuros/ year
-Most common forms:Wages are paid in cash, no taxes are paid, transactions are unregistered,Double accounts, cash is the only accepted form of payment
-Players: Small independent pizza-kebabRestaurants, small pubs in suburbs
= non-members
A new massive campaign - Why?
Previous done in Finland in the 1990s
Grey economy is growing at alarming rate
Surveys show especially young people don’t know/care
Part of Government’s grey economy action plan
Everyone can avert grey economy
Who are the organizers?
• Biggest campaign ever: 22 organisations!• 4 ministries + employer organisations & unions• Finnish Hospitality Association MaRa is one of the
main partners + Confederation of industries EK, Confederation of Finnish Construction Industries RT, etc.
• Police leads the campaign
Grey restaurant market: MaRa’s messages
• Always ask for a receipt and check it out: date, amount, VAT 13%...
• Keep your eyes open: avoid a restaurant that changes its name frequently
• Look at the prices: a restaurant that sells pizza for less than 6 € or a pint of beer for less than 3 € is most probably grey
MaRa’s messages
• Grey restaurant is often also a health risk• Employees are paid less than the minimum wage
(collective agreement)• No social security fees, no summer workers, etc.
• Timetable: campaign continues the entire autumn + 2012
• First results: according to a survey young people (15-34 y.) remember the campaign, think grey economy is harmful to them, will ask for receipt in a restaurant & feel that government should do more to fight against it