Sound of Lapland – using sound to enhance visibility of the summer season
The award-winning “The Sound of Lapland” campaign generated interest in Lapland’s summer season, led by Carly Rae Jepsen.
Goals
House of Lapland Oy is the marketing and communications agency for the Lapland region. They ensure that Lapland is seen, heard, and captivating as a travel destination, place of residence, filming location, and Arctic business environment. In 2019, we participated in the Sound of Lapland campaign coordinated by House of Lapland in collaboration with Visit Finland and Finnair. The creative execution was handled by Flatlight Creative House, while we at FlowHouse were responsible for digital marketing.
The goal of the digital marketing efforts was to increase awareness of Lapland’s summer season through sound and drive traffic to the campaign’s landing page and the Only in Lapland YouTube channel. The primary target markets for the campaign were Germany, France, the United States, and the United Kingdom.
What was done
The marketing was conducted through three main themes: Lapland Creates Sound, Lapland Enables Sound, and Lapland Inspires Sound. All content within the campaign revolved around the concept of sound:
As a marketing partner we assisted the client in distributing content through digital channels and reaching the right target audience during the campaign. We supported the PR collaboration by researching media outlets in the market and assisting with communication in selected media platforms. The marketing efforts were carried out on YouTube, Facebook, and Instagram. Additionally, Spotify and SoundCloud were used as channels. Press release distribution was conducted through Cision.
Results
Through the release of the SCAPES album and the PR collaboration, the reach of the Sound of Lapland campaign exceeded 200 million. The Carly Rae Jepsen collaboration had already reached over 130 million potential audience members by early 2020, with the majority of coverage being earned media. However, the audience was also reached through social media channels, organic views and listens, and advertising. Following the campaign, the consideration to travel to Lapland in the summer increased by 36% in the United States and 48% in the United Kingdom. As a result of the campaign, the majority of respondents found Lapland’s snowless season more appealing than winter.
More information about this reference:
Eveliina Saarimaa
Eveliina Saarimaa
Marketing, Target Markets
