Campaign details

Brand: Visit Finland
Agency: Zapwater Communications

Campaign Description & Challenges

While known for breathtaking nature and the magnificent Northern Lights, Finland was struggling to gain the attention of an invaluable group of travelers - millennial women. After seeing a dip in travel in 2017 among U.S. females ages 23-38, Visit Finland, the tourism board, was determined to capture the imagination (and Instagram attention) of this target audience.

After all, according to a 2017 survey from, millennial females are among the highest spending travelers and are more likely to take a vacation than Gen X and Baby Boomers. Knowing "Instagrammable travel" is a key factor and motivator for this audience when determining their destination, Visit Finland turned to Zapwater Communications to find a solution to reach these vital travelers.

Marketing Objectives