A tasty tour that organically reached 1.2 million people
Visit Porvoo
Porvoo is one of Finland's most beautiful towns, rich in heritage and beautiful architecture. While it already attracts many visitors during Christmas and summer, Visit Porvoo were keen to increase tourist visits in spring. We proposed the Great Runeberg tart tour. Yum yum!
Challenge
Porvoo is once of Finland's most charming towns. It gets lots of tourist in summer and at Christmas. However, Visit Porvoo wanted to get people excited about people visiting in spring too.
Solution
We proposed a new way of celebrating Runeberg Day, The Great Runeberg Cake Tour. This showcased Finland's national poet, who lived in Porvoo, taught people about the cake that bears his name, and showcased Porvoo and its beautiful cafes. The campaign centred around a mini-documentary, which was showcased on VFP channels and social content celebrate the tasty tarts.
Outcome
The campaign was a huge success. The video organically reached over 250k on three social channels, while the social content, including infographics, fact boxes and fun memes another million. Most importantly dozens of VFP fans commented how they couldn't wait to visit Porvoo again!
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