When Finland turned 100 in 2017, the Finnish Association of Tourism Organisations (Suoma ry) decided to celebrate by boosting domestic travel. Drama Queen created 100 Reasons to Travel in Finland – and a phenomenon that is still going strong.
The annual 100 Reasons to Travel in Finland campaign is built to spark excitement for domestic travel, bring tourism organizations together, and deliver valuable insights into Finns’ passion for exploring their own country. It is a campaign in which nearly 20 drama queens are making their magic to create a multi-channel package that is always up-to-date and appeals to the target audience. The 360° offering inside the Drama house ensures that everything runs smoothly and the campaign evolves every year.
100 Reasons to Travel in Finland has become the leading brand of domestic tourism. It’s a phenomenon born from collective enthusiasm and shared action. Throughout the years, the campaign website has had millions of visits, tens of thousands of shared posts on Instagram (#100syytamatkaillasuomessa), and hundreds of earned media clippings — and the story goes on.
How does Drama Queen do that? Easy-peasy.
Drama Queen’s multi-talented team only does what they are best at. From strategy to implementation. The 100 Reasons to Travel in Finland campaign includes everything from concept and strategy planning to digital solutions, and from content production, influencer cooperation and communications to media strategy and analysis. During the campaign, this 360° machine never sleeps.
Babas
