Masterclass of Happiness took the world by storm: Visit Finland created a global media phenomenon that boosted travel and generated happiness Marketing Communication News [Video]

Finland, the world’s happiest country for seven years running, was the first country to host its own masterclass. The social media campaign and PR efforts sparked a global phenomenon with awe-inspiring results: earned media value exceeded €165 million and travel to Finland grew notably. The campaign has been awarded in many international marketing competitions.

For seven years running, Finland has been named the happiest country in the world. Visit Finland, together with their creative agency SEK, introduced the Masterclass of Happiness to convey their brand experience globally. The unique activation strategy not only engaged travellers but also embodied Visit Finland’s brand mission to promote inner happiness.  

At a time when 45%* of people have forgotten what happiness even feels like, happiness is in stronger demand than ever. Visit Finland decided to step in: they introduced the Masterclass of Happiness, a crash course sharing the lifestyle of the world’s happiest nation. The Finnish state of mind is not …