STORY

Slow Finland

Finland is more and more attractive for German tourists with constant growth in overnight stays. While Lapland and Helsinki are highly popular, accounting for the majority of overnight stays, during the summer and autumn of 2018 we shone the spotlight on the traditional Finnish lakes and archipelago region with the “Slow Finland” campaign.

STRATEGY & CONCEPT

Pure, Like a Finn

What sets Finland apart from its Nordic neighbours and why should travellers choose the country of 5.4 million inhabitants? Quite simply the Finns have something the Danes, Swedes and Co. lack: a laid back attitude to life, a slightly crazy streak and – of course – some three million saunas.
In the summer the Finns like to spend their time at a small Mökki beside a lake, gather berries in the woods and plunge into the crystal clear waters after a session in the sauna. Our concept focussed on transporting the Finnish lifestyle, turning it into an experience with all that is essential to it – food, sauna, outdoor activities, nature and culture.

IMPLEMENTATION

Slowing down in Finnish

Public Link accompanied the Slow Finland campaign with a variety of PR activities such as journalist trips, events, press releases, newsletters, brand cooperations, media buying and TV productions.

We played the theme of Slow Finland on all channels and in all communications measures. True to the motto, journalists and influencers were invited to the lakes and archipelago region to experience in person the relaxed way Finns enjoy their summer.

As not all of those interested were able to travel to Finland, we brought Finland to Germany: In media metropolis Hamburg we invited them to a culinary and acoustic journey, with a blend of modern Finnish cuisine and sound art.

Under the banner “The Taste of Finland” we dispatched the TV chefs of “Kitchen Impossible”, Roland Trettl and Peter Maria Schnur, to Finland for the Christmas 2018 special of the popular VOX programme. The aromas of Finland are available back home thanks to a cooperation between Visit Finland and food start-up Ankerkraut: two new herb and spice mixes “Nordic Wild” (game) and “Nordic Fish” now supplement the product palette of the Hamburg seasonings manufacturer.

To spice up the German wanderlust we packed them off with a supplement produced specially for the archipelago region for FOOD and TRAVEL, the gourmet tourist magazine. The 20-page supplement comprised of travel reports, restaurant tips and culinary topics was published in spring 2019.

SPREAD THE WORD

“You will relax as never before in your life.” Gofeminin

“The Finns embrace nature and take it back to the city, where on every street corner there are tiny food trucks that offer typical forest dishes.” Stern