0

Ambassadors to Reach More than 100 million Audience – Rovaniemi’s Unique Summer Got Tremendous Boost

Held second time in summer 2019, Rovaniemi Summer Ambassador –campaign reached approximately 105 million audience around the world. Youtube and Instagram star Amro Maskoun brought the greatest single audience by his 42 630 000 reach.

The title “city that never sleeps” should never have gone to New York. Rovaniemi in Finnish Lapland has a much stronger case, at least in summer, writes journalist Declan Harte after visiting Rovaniemi for three days in June. Harte was one of Rovaniemi Summer Ambassadors in summer 2019. Altogether 16 influencers and medias visited Rovaniemi during the season of the Midnight Sun in June and July bringing Rovaniemi multi-million audience for example in Turkey, China, France and India. To all ambassadors, the Midnight Sun was the most impressive experience.

“The campaign was organized together with local companies. We’re pleased with the results. In addition to Rovaniemi Summer Ambassador –campaign, we also got good signals for Rovaniemi summer from digital marketing campaign that was targeted to Spain and Italy for audiences interested in Lapland”, says Sanna Kärkkäinen, CEO of Visit Rovaniemi.

According to Kärkkäinen, influencer marketing is numerically the most cost-effective way to make destination marketing. It boosts image of Rovaniemi and gets people to give recommendations.

Keskiyön aurinko Rovaniemi Lappi

Lyon-based Instagram-star Amro Maskoun (@amr_maskoun) was the most impressive influencer in numbers. The sum of all his viewed Instagram stories, posts and vlog numbers to 42 million. On average, each of his Instagram story were viewed 270 000 times. Other remarkable success’ came from Instagram-influencer Arian Zamani (6 million reach), from Turkish Özlem Tuncan and her tv-show (circulation 20 million), and from Indian actress and vlogger Barkha Singh with her 2 million reach. The other ambassadors were for example Chinese Weibo-star Bobo Fok, Canadian freelance-journalist Barbara Woolsey and Russian photographer Alex Mazurov. The campaign was cost-effective: CPM (cost per mille) was only 0,1€.

Beyond Arctic’s boys took visitors to photograph the best landscapes in Rovaniemi, they went floating into a wilderness lake with Safartica and learned the lives of Alaskan huskies in Bearhill Husky kennel”, explains Salla Tauriainen, media host and PR host of Visit Rovaniemi.

Rovaniemi summer has plenty to offer for Rovaniemi Summer Ambassadors and the campaign will continue next year, says Tauriainen. The number of invited influencers will be less but they will stay longer so that they have enough time to experience the Lappish easy-going lifestyle to the fullest extent.

“Part of the local companies have taken the development of Rovaniemi summer seriously. Last summer the visitors fell in love especially with genuine guides who showed them the local lifestyle”, Tauriainen continues.

In 2019, Rovaniemi Summer Ambassadors were charmed by the Midnight Sun, Lapland’s clear nature and friendly people.

 

Back to news listing

Did you see these?

  • Rovaniemi restaurants are opening for business In its reply to the Finnish Government, Parliament concluded that the sparsely populated regions with long distances require a more thorough consideration. Therefor all municipalities in Lapland, excluding Kittilä, restaurants may open for business beginning on 29 March.
  • Rovaniemi - Celebrity Getaway Destination Rovaniemi as a destination is exotic, safe and exclusive and the celebrities have enjoyed these elements also this winter. Domestic celebrities that have publicly shared their experiences from Rovaniemi are: Saara Aalto, Alma, Pete Parkkonen, Shirly Karvinen not to mention  Chachi and Jukka Hildén, The Dudeson Jarno Laasala and Sara Sieppi.
  • Santa Claus Golf - Record breaking winter season In The Official Hometown of Santa Claus® Golf is popular not only in the summer but also in winter time. Santa Claus Golf opened for winter season in the early February and are already breaking their season record.
icon

Psst… How’s your visit on our web page going? Take the survey and help us to improve our page.

Take the survey