100 DAYS OF POLAR NIGHT MAGIC
“The 100 day expedition started in December 2015, led by Pasi Ikonen, one of the world’s leading arctic adventurers. We arranged a massive 100-day expedition in the northern Finland, bringing together 5 lucky ones from different parts of the world. Under the guidance of Pasi, winners were led through 18 tailor-made stages in the world of snow. Stages were filmed and broadcasted weekly on the campaign site. The explorers shared their experiences in social media throughout the journey.”
Popil joined the global Adventurers team. As Explorer， Represent China.
1 year after, She curated a traveling exhibition, and published “100 DAYS OF POLAR NIGHT MAGIC” book
Behind Scenes and Youtube live
Being a winter destination challenger for Sweden and Norway, Visit Finland and Finnair created together an epic 100 Days of Polar Night Magic exploration with 5 lucky ones from almost 4000 applicants. All the objectives of growth were exceeded greatly. Overnight stays grew +13.2% and flights to Helsinki +4,9 % (GER) and +3,6% (UK). The additional 12742 passengers gained had a potential spend of 4,7 M €. The campaign created 1,2 M€ earned media, 3,9 M video views, and 23,6 media reach.
