Hartela multichannel campaign tempts
people back to Lahti

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This almost 70-year-old, family-run construction business does building work and building-technology contracting centred on Southern Finland, Päijänne Tavastia, Southwestern Finland, Pirkanmaa and Oulu. The company also has operations in Russia and Ukraine. Internet markets now play a major role in sales of homes, with precisely targeted, personalized marketing becoming increasingly important.

The Challenge
Hartela has two recently completed blocks of flats in Lahti. The company wants to market them with a campaign focused on a precisely selected target group. The aim is to attract former residents of Lahti now living in the Helsinki region to return to their home city.


The Implementation
To market the flats Hartela uses a multichannel campaign planned and carried out by Luovia. Cross-indexing of population-register data generates two target groups - families with small children, and 50-60 year olds due to retire in the next few years. A direct mailing is sent to 4800+ people now living in the Helsinki region, who previously lived in Lahti.

Using Hansaprint's innovative printing technology,  the recipient's name is embedded in a signpost to Lahti, with a collage of the city's landmarks in the background. Each recipient is given a personal
access code for the campaign website. There, those interested in the flats can arrange a viewing time with an estate agent. Hartela then sends the entire family train tickets to Lahti, and the agent meets them at the station. Buyers of flats get a year's worth of Lahti-Helsinki tickets to travel to and from their work.