The project Lapland – The North of Finland aims to attract foreign tourist to visit Finnish Lapland.
Lapland – The North of Finland is No ordinary travel destination for No ordinary people. Its magical natural phenomena and high-quality services have been luring people here for decades, but the times have changed. Travellers living through a global recession are now changing old luxury for modern exclusivity.
In winter 2013–2014 Finnish Lapland wanted to awaken awareness and interest especially in the UK and Netherlands among our target group, Modern Humanists, which is 15 per cent of the global tourist population. But what would be interesting enough to fulfil the promise of unique experiences?
To stand out we created a content-driven campaign that shifted from traditional advertising storytelling to storybuilding together with the travellers. With inspiring online content we managed to drive meaningful consumer engagement that enabled our brand message eventually to reach millions of people around the world.