HOW TO STAY IN TRAVELLERS MINDS THROUGH A GLOBAL LOCKDOWN?
2020 borders were closed, and people were advised to stay home. Tourism was one of the industries that suffered most. More than just business, this affected people as well. Christmas came and Visit Finland, the national travel authority, wanted to bring cheer and help people keep in touch with their loved ones during this special time of year. Even if travelling wasn’t possible at the moment, we wanted to stay in people’s minds and hearts by telling about Finland’s strengths as a travel destination.
MAKING THE BRAND PEOPLES’ MESSENGER
Last Christmas, people were craving joyful and engaging content and tips or ways to share the magic of Christmas remotely. Say it with Santa was answering that need.The campaign idea was simple: We would let Santa be your messenger this year. Anyone could apply for Santa to be their messenger and send greetings to their loved ones. In the end hours of and engaging content related to Finland was broadcasted and shared all over the world.
SIMPLE MECHANICS CREATED A PHENOMENA
The mechanics was simple: go online, share your greeting and Santa will turn it into a personal video greeting for you. Over 9 000 entries were sent all over the world that turned into over 130 joyful and touching personalized video greetings.In addition more than 20 virtual interviews were conducted with various medias around the world, including Japan, France, Russia and the United States. In addition to video greetings, Santa Claus performed on Instagram live broadcasts, amongst other channels. Santa also met a chosen few of lucky people by video meetings.