600 Million Views Across Xinhua CNC Channels
Media Collaboration Between Xinhua CNC and House of Lapland
About House of Lapland
House of Lapland is a non-profit organisation responsible for Finnish Lapland’s regional marketing and communications.
Among Chinese consumers, Finnish Lapland is best known for its beautiful natural landscapes, particularly 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 brought out four talented Chinese photographers to photograph the region and the northern lights.
After the visit, we helped organise a photo exhibition at Beijing Photo Week, where the photographs taken in Lapland were displayed. The exhibition received coverage across Xinhua CNC’s channels as part of an integrated communications strategy.
600MChinese Viewers Reached
100MReach Through Competition Entries
Results
Joining forces with Xinhua CNC helped raise awareness of Finnish Lapland as a compelling tourist destination. The campaign and exhibition attracted considerable media attention, leading to a long-term collaboration between House of Lapland and Xinhua CNC.
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