To elevate Tampere's profile as a premier tourism destination for UK audiences. We positioned Tampere as a 'must-visit' European destination by showcasing its renowned sauna culture, exceptional gastronomy, and the opportunity to combine nature-based adventures with cultural city experiences.

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AM+A developed and executed a comprehensive, integrated PR strategy aimed at securing high-profile media coverage and positioning the destination competitively against other mainstream locations.

Using a combination of targeted press trips, proactive pitching and media buying, we showcased Tampere's distinctive tourism offerings, cementing its status as a top European travel destination. 

Our work utilised key news angles such as Finland’s reputation as the world’s sauna capital, as well as the country being named the happiest country in the world. 

Our key tactics included:

- Press releases - Issuing regular press releases to a specially-curated distribution list of leading UK editors, journalists and freelancers

- Press trips - Recruiting top tier media to visit Tampere and working with the tourism team to devise unique and exciting press trip itineraries

- Media requests - Responding to incoming journalist requests that aligned with Tampere’s tourism offering. Previously, Tampere might not have been on many UK travel media’s radar but as part of our press office service, we have pushed the city into the limelight almost on a daily basis.

- Media buying - supporting our PR activity with targeted media buying activity in titles such as Wanderlust and The Times

Press releases and themed pitches:‍

Key themes and angles for our media pitching activity included:‍

- Eurovision pre-party - discovering the very best ways to celebrate Eurovision fever throughout the self-confessed ‘wannabe’ host city

- World Happiness Day - on the back of the 2024 World Happiness Report, we published a list of the top ‘happy’ things to do in Tampere

- Summer season in Tampere - a list of the best al fresco drinking and dining, water sports, beaches, culture events and outdoor nature experiences to be enjoyed throughout the city

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‍AM+A generated widespread brand awareness which resulted in impressive media coverage in key media outlets. The total readership of the coverage generated was 124,232,794.

Key coverage included:

The Telegraph - Ranked and rated: Which of the six Nordic nations is best?

The Independent - How this Finnish ‘sauna capital of the world’ helped me recover from burnout

Daily Express - 'I did a unique river activity in Finland and have never felt more relaxed'

Lonely Planet - ‘Copy my trip: Soak in Tampere, Finland, the sauna capital of the world’

Hello! - ‘I spent a few nights in Tampere, the 'wannabe' Eurovision city – and it put on the show of a lifetime’

Wanderlust - ‘Tap into the Finnish happiness in Tampere’ 

Skift - ‘Finland’s Cities Lure Tourists With Promise of Sustainability’

Scottish Field - ‘Discovering the soul of sauna in Finland's Tampere’