HELSINKI, FINLAND — In this hectic modern world, vacationing on an island without phone access sounds heavenly to many. The regional tourism board of Kotka-Hamina decided to do just that: with its creative agency SEK, it declared the Finnish island of Ulko-Tammio the world’s first offline island in the summer of 2023.
“We are all more or less addicted to our screens. Devices glued to our hands are taking a toll on our wellbeing. In this world, where even holidays need to be ‘Instagrammable,’ the unknown Finnish island of Ulko-Tammio provided a solution. We declared it ‘The Offline Island,’ the world’s first phone-free tourist destination, and convinced visitors to go offline,” said Mats Selin, Project Manager at Visit Kotka-Hamina.
Spending time in nature is vital to combating digital burnout, and its proven effects on wellbeing are central to Visiting Kotka-Hamina’s brand. Ulko-Tammio, a remotely located, uninhabited island with unspoiled nature, is ideal for experiencing these mental benefits firsthand.
In the age of omnipresent social media and a “pic-or-it-didn’t-happen” mentality, travel destinations often offer aesthetically pleasing, Instagram-worthy photo opportunities. Against this backdrop, it was revolutionary for Visit Kotka-Hamina to provide the exact opposite: a place where visitors should cover their phone cameras and screens so they can enjoy the actual experience fully.
“The campaign was an amazing success, combining creativity with an important social message. A big thank you goes to our client, who had the courage to implement this unique idea together with us. It’s wonderful to see that the story of the world’s first offline island continues in the summer of 2024,” added Janne Malinen, Client Director at SEK.
From a travel slowdown to a record number of visits
Tourism had taken a dive due to the area’s proximity to Russia. The tourism board needed a creative idea using very limited resources to increase the appeal of the region and its archipelago as a travel destination.
The campaign strategy relied heavily on earned media and the power of hand-picked influencers – armed only with Polaroid cameras to share their experience afterward. The phoneless influencers made for an interesting story and could reach Visit Kotka-Haminas’ target audience mid-scroll once they shared their experiences after the trip. The concept was also incorporated into official signage and screen covers for visitors.
Phone detox while traveling proved to be a compelling angle for both Finnish and international media. The media attention led to tangible growth in travel numbers: overnight stays to the cities of Kotka, Hamina, and Loviisa grew by 8.4% compared to the previous year. Ferries to the island of Ulko-Tammio were completely sold out for the summer of 2023 thanks to widespread media coverage.
