Helsinki Happiness Hacks 

International travel to Finland and Helsinki had slowed down due to the global pandemic and the onset of the Ukraine-Russia war. Since 2023, urban tourism had been steadily increasing after pent-up demand towards sunny destinations had been realised. Despite the growing interest in urban travel, Helsinki still grappled with a lack of awareness. While travellers regarded Helsinki as smart and functional, they felt it lacked the emotional appeal and bucket list attractions that many of its competitors possess.

If you’re happy and you know it… share it. Helsinki, the capital of the happiest nation in the world for seven years in a row, wanted to let the world in on their secrets to happiness. This distinction has been the core of Finland’s country brand in recent years, with global campaigns like Rent a Finn and Masterclass of Happiness drawing attention to the sources of Finnish happiness.

The happiness of Finns stems from various sources, including nature, clean air, and space. In Helsinki, where the majority of Finns reside, these elements are present in a unique way.

We decided to turn the love of Helsinkians for their city to serve the travellers alike. With their own hacks, Helsinkians demonstrate that the spirit of contentment thrives within the city, where nature and lifestyle merge.

Ways to master your happiness like a Helsinkian.

We partnered with Visit Finland and Helsinki Partners to raise awareness of Helsinki and the unique qualities that make its residents happy. Finnish happiness stems from the simple pleasures in life: easy access to nature, clean air, and space.

The campaign was launched in March 2024, strategically timed just before the annual publication of the World Happiness Report. To secure widespread coverage with a limited budget, we relied on a social-first campaign reinforced with international media outreach.

We invited curious travellers all over the world to post their video applications on TikTok or Instagram to be considered for an unforgettable, all-expenses-paid trip to summery Helsinki. The program showcased real happiness hacks by Helsinkians that were transformed into unique experiences for travellers. During the week, local happiness hackers introduced participants to happiness-inducing activities ranging from sauna raves to ceramics and skateboarding. Members of international press and influencers were invited on a similar trip during the summer.

The travellers were asked to post their application videos on social media. In just three weeks, we managed to receive 36,000 applications and a potential global media reach of nearly 1.3 billion with more than 150 mentions in the media. Prestigious news outlets like BBC, NBC, CNBC, Elle and Vanity Fair covered the campaign and Finnish happiness.