The third FDI Excellence Series training program– “FDI Marketing” took place in Helsinki, Finland

Helsinki, 22 – 24 May, 2018: “The FDI Marketing” training course was held in cooperation with the renowned FDI Advisor Andreas Dressler as part of the FDI Excellence Series and hosted by WAIPA member Invest in Finland.

Participants from Chile, Cote d’Ivoire, Australia, Greece, Cayman Islands, United Kingdom, Marshall Islands, Germany, Korea and Denmark gathered in Helsinki to learn from marketing and investment promotion specialists as well as representatives of leading investment promotion agencies how to:

  • Select the right target groups and develop effective value propositions as a basis for successful marketing
  • Use social media to increase visibility and generate leads
  • Develop an overall brand for your location
  • Create a website that reflects your location’s strengths and contributes to attracting investment
  • Find the optimal mix of marketing channels that reflect your budget
  • Use cutting-edge digital market tools
  • Manage integrated marketing campaigns in key target sectors



The training program covered the latest digital techniques and tools for investment promotion and how these can be used to generate real investment outcomes. It also focused on location branding, media communications, advertising and other marketing channels. Investment promotion officials had an unique opportunity to hear from leading IPAs and gain practical insights on topics that are not usually addressed in other FDI training programs.

Best practices were shared by Liisi Toots from the Estonian Investment Agency who presented how to develop and leverage a successful country brand; Hetta Huittinen and James O’Sullivan from Business Finland shared their insights on how positive news about different aspects of a location can be used to raise awareness and enhance the location’s image as an investment destination; Karin Lachner from CINDE – Costa Rica Investment Promotion Agency focused on how to integrate your digital assets for enhanced results; WAVTEQs Chris Knight shared how to make the most of advertising and Louise Juhl from Copenhagen Capacity spoke about how to build a leading business hub through digital marketing.

This course is part of the “FDI Excellence” training series, what we aim to be the most comprehensive and practical foreign direct investment training available for investment promotion agencies anywhere in the world.

All the pictures are available here.

Next training program – “FDI Facilitation” will take place in Buenos Aires, Argentina from July 24 to 26, 2018.