600 Million Viewers on Chinese Television

Media Collaboration: Xinhua CNC with Lapland

About House of Lapland

House of Lapland is a nonprofit organization in charge of Finnish Lapland’s regional marketing and communications. Among Chinese consumers, Finnish Lapland is mostly known for its beautiful nature and especially for the northern lights.

The Campaign

House of Lapland wanted to boost brand awareness of Finnish Lapland to attract more outbound tourists from China. 

We joined forces with Xinhua CNC, the television network of China’s largest media group. Together with Xinhua CNC, we flew out four talented Chinese photographers to take pictures of Lapland and the northern lights. 

After the visit, we helped organize a photo exhibition at  Beijing Photo Week, where the photos taken in Lapland were displayed. The exhibition was covered across Xinhua CNC media channels via an integrated communications strategy.

Results

Joining forces with Xinhua CNC proved its worth by boosting Finnish Lapland’s awareness as a compelling tourist destination. The campaign, exhibition and location gained considerable media attention, which led to a long-term collaboration between House of Lapland and Xinhua CNC media network.

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