Sauna Meets Sound: Showcasing Visit Finland’s Wellness Culture
The Brief
Visit Finland tasked The PC Agency with creating an engaging event to promote Finland's wellness traditions and the cultural importance of saunas. The aim was to showcase the Finnish sauna and cold plunging ritual, highlighting its role in Finland being named the Happiest Country in the World for seven consecutive years. The event also aimed to align with Visit Finland’s Helsinki Happiness Hacks campaign, while building connections with UK media and influencers, and strengthening Finland’s profile as a premier wellness destination.
The Event
The PC Agency organised Sauna Meets Sound, a unique and immersive experience held at the Sauna Social Club in Peckham on 14th November 2024.
Attendees had the opportunity to explore the rejuvenating benefits of the hot-and-cold sauna tradition, guided by Finnish wellness experts. The event featured a live DJ set from Finnish artist Tapio Hakanen, a Helsinki Happiness Hacker, whose music captured the joy of urban Finnish life and added a contemporary twist to the traditional wellness practice.
The event also included a selection of Finnish drinks provided by Kyrö, a leading Finnish drinks brand, Finnish sauna hats and branded Visit Tampere robes to further immerse guests in Finland’s sauna culture.
Expert speakers enriched the experience, including:
Heidi Johansson, Manager of PR & Communications for Helsinki Partners, discussed Finland’s happiness ethos, focusing on how city dwellers in Helsinki maintain a balance between nature and urban living to lead a contented life.
Tuomas Paloniemi, PR & Media Manager for Visit Tampere, positioned Tampere as the Sauna Capital of the World and celebrated Finland’s sauna heritage.
The event was attended by 28 UK media and influencers, including journalists and editors from high-profile outlets such as The Financial Times, The Times, Wanderlust, National Geographic Traveller, Red, The Standard, and Country & Townhouse. Influencers included:
@cpcollectives (2m Instagram followers)
@vernahungrybanana (446k followers)
@maikenf (94k followers)
@steffi_daydreamer (68k followers)
@alikaadventure (60.3k followers)
The Results
Sauna Meets Sound successfully positioned Finland as a leader in wellness tourism, reinforcing the cultural importance of sauna and its connection to the country’s global recognition as the Happiest Country in the World.
Media Engagement: 28 high-profile media and influencers attended, generating extensive interest across travel, wellness, and lifestyle sectors.
Cultural Alignment: Expert talks by Heidi Johansson and Tuomas Paloniemi deepened attendees’ understanding of Finnish happiness, wellness and cultural traditions.
Memorable Experiences: Combining traditional sauna rituals with modern elements such as a live DJ set and Finnish food and drink created a distinctive and engaging event that resonated with attendees.
The event showcased Visit Finland’s ability to blend cultural authenticity with contemporary appeal, strengthening its reputation as a destination that prioritises well-being, happiness and innovation.
