Chill Like a Finn

The ‘Chill Like a Finn’ 7-day challenge, developed by SEK in partnership with Visit Finland, is a social-first campaign designed to boost international travel to Eastern Finland’s Lakeland region. Built around the idea that “the audience is the campaign,” it flips traditional destination marketing by inviting participation rather than simply broadcasting a message, targeting key European markets through platforms like TikTok and Instagram.

The campaign responds to significant challenges facing the region’s tourism industry, including the aftermath of COVID-19, the closure of the Russian border, and rising costs. With a historical reliance on Russian visitors, Eastern Finland needed to reposition itself to attract new audiences. The strategy reframes Lakeland not as a remote destination, but as the summer escape of the world’s happiest people, drawing on Finland’s top ranking in global happiness reports and showcasing a lifestyle centred on nature, relaxation and simplicity.

Rather than telling that story directly, the campaign invites users to imagine it themselves. Participants submit short videos answering what they think a Finnish Lakeland summer looks like, using the hashtag #ChillLikeAFinn for a chance to win a seven-day trip. Each entry becomes both content and promotion, creating a wave of user-generated storytelling that builds a collective vision of the destination. By turning audiences into creators, the campaign generates organic reach while reinforcing Lakeland’s identity as a place defined by shared, slow and joyful experiences.