ESTONIA – Based around the insight that people increasingly book their holidays based on what other people say about their own experiences, the ‘Epic Estonia’ campaign was created.
The campaign, developed by hasan & partners Stockholm for Visit Estonia and the Tallink Cruise Company, is offering 97 Swedish people, to recognize the 97 years of Estonia’s independence, a once in a lifetime chance to become ‘Epic Estonia Ambassadors’.
“We invite Swedes to become Estonia’s digital ambassadors. When a friend experiences something epic we are more inclined to listen and be inspired, because we trust them more than the traditional messaging. The heart of this campaign is to turn ordinary people into tourist ambassadors via their social media,” said Janis Pavuls, marketing director at Tallink Silja AB.
The chosen ambassadors will be tasked to enjoy and celebrate the variety of activities that the country has to offer like a day with an Olympic champion or a night sailing off the Estonian Coast.
“Forget what you’ve heard about Estonia, this campaign enables would-be visitors to see it, nearly touch it and almost experience everything that Estonia has to offer from an ordinary travellers’ perspective,” commented Katrina Sokk, campaign manager at Visit Estonia.
The Ambassadors will start their journey with a VIP Tallink cruise experience across the Baltic. From here they will embark on their Epic Estonia adventure with a brief to share their experiences via their own social platforms. Each experience will also be documented and posted on EpicEstonia.com to create a montage of epic experiences that shine a light on the myriad things you can do in Estonia.
“It’s a simple truth that ’people trust other people’. It would have been too obvious to shoot a host of models enjoying Estonian nightlife, but that’s not what resonates with our audience, personal opinions do,” said Sophia Wrangel, account director at hasan & partners Stockholm.
The experiences will be published in July with adventures scheduled until end of September. The material will be published immediately after each experience on epicestonia.com with content supported by online and outdoor advertising as well as social media activity.
