Our summer campaign became a brand that unites the region along the route in a fresh, new way.

01 Project overview

Category/Industry: Hospitality & destination marketing

Services: Concept design, marketing communications, film & photo production, art direction, graphic design

Year: 2021-2022

02 Challenge

The project was designed to drum up attention towards summer travel in a number of regions around the City of Oulu. The regional travel organization Visit Oulu needed a concept that would attract domestic travelers while also creating potential for international travel marketing in the future.

03 Strategy

We set out to create a concept that would have a life of its own, a phenomenon that keeps people talking – we like to make things that have value after the seasonal campaign has ended.

04 Creative Solution

We created a concept for a ring route that circles all the regions within Visit Oulu’s territory. We named it the Pohjola Route (Pohjolan rengastie) and crafted a solid backstory that supports effortless communications through various means.

05 Implementation

We fleshed out a complete brand and visual identity for the Pohjola Route, which in turn helped us create applications and implementations for the campaign. We also hit the road to see, feel and capture the Pohjola Route – the essence of Finland’s temperamental summer.

06 Impact

The Pohjola Route created a regional brand that connects the Visit Oulu stakeholders in an entirely new way. This novel approach creates a travel product with huge year-round potential.

The Pohjola Route helped spur regional travel to new heights and claimed bronze at the Finnish Municipal Marketing Championships. The concept was praised for its innovative co-marketing approach and regional branding.

AWARDS & NOMINATIONS

Bronze – Finnish Municipal Marketing Championship 2022

TEAM

Project lead & strategist Miikka Niemi
Project Manager Saila Wilhelmsson
Art Director & Graphic Design Toni Rantanen
Concept Design Juuso Holstein
Illustrations Veera Antikainen

Producer Maria Gullsten
Director Toni Kauppila
DOP Ilmari Mannermaa
Production Manager Jan Blomberg
Production Assistant Markus Kumpula
Editor Jani Johansén
Grade Jussi Rovanperä
Sound Design: Heikki Illikainen
Photographer: Adam Eronen-Piper