Visit Finland: Icehot Encounters – Stepping into the Winter Adventure in Finland
Director of nation brand and marketing
Tel. +358 400 892 488
As a continuation of the 3-year extensive promotional program in China, Visit Finland is now launching an autumn campaign following the successful “The magic of the midnight sun” spring campaign.
Tourism from China to Finland has been increasing rapidly in recent years. During 2013 Chinese visitors’ total overnight stays in Finland reached 127 000, increased 26.4% compared to 2012. The statistics also shows strong growth in the beginning of 2014, the overnight stay of the Chinese tourists in January increased 50% compared to the same period in 2013.
During the autumn campaign, you will get an opportunity to experience the winter wonderland and be encouraged to take adventures in arctic Finland! Crossing the snowy forest with huskies, admiring nature’s most spectacular light show, experiencing the icehot contrast by dipping into the ice lake after sauna, boarding the magnificent icebreaker Sampo, visiting the authentic Santa Claus at the Finnish arctic circle…These are the magic experiences wintry Finland brings to you.
“Finland is a land of interesting contrasts, such as white summer nights (the sun does not set at all in the summer) and Northern lights,” says Mervi Holmén, director of nation brand and marketing at Visit Finland. “The campaign is aiming at the explorers of today. In the Finnish winter you can make an adventure in Europe’s last untouched wilderness.”
As part of the wider concept of ”meaningful encounters” selected as the main theme for the marketing campaign, the autumn campaign will focus on uniqueness, harmony, adventure and challenge. The magic of travelling in Finland - a country with arctic powers is: you could spend harmonious quality time with the nature, animals and local people, also freely explore everything by yourself. This kind of unique experience is simple, extreme, magical and meanwhile very natural. It touches your skin and reaches deep into your soul. During the adventure in the arctic, you could reconnect with yourself and with the nature. It’s an experience you could seldom get easily elsewhere.
The main media used for the autumn campaign will still be the Internet, with a special focus on users of mobile devices. The visits to VisitFinland’s Chinese website (www.visitfinland.com/zh) reached nearly 700 000 after the spring campaign, a dramatic increase compared to the previous years. Social media such as Weibo and Wechat will be intensively used as well. In addition, the Northern lights and enchanting snowy land will appear on big LED displays.
Don’t forget to take a look of a few interactive applications! They will help you to learn more about the Finnish culture in a very interesting way. Finngenerator will tell you what you name would be if you were a Finn. Meanwhile, a new application “The Wise Puppy” will enlighten you with the Finnish folk wisdom. Life is full of mysteries. Ask The Wise Puppy, he knows the truth!
Icehot winter campaign site: http://www.visitfinland.com/5-steps-to-winter-adve
The Wise Puppy site: http://www.visitfinland.com/wisepuppy/en/#/
For more information:
Visit Finland – international links:
Visit Finland – Chinese connections:
Visit Finland – The Finnish Tourist Board
The Finnish Tourist Board is an agency under the Ministry of Employment and the Economy responsible for actively promoting Finnish tourism in its capacity as a national expert in the sector.
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