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

Campaign’s visual identity

Bus stops in the Helsinki region

Campaign home: website

MaRa’s messagesTest & gameStoryFacts

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