Challenge
Paid social could fill peak weeks, but organic discovery for Finnish-language seasonal searches remained weak outside brand terms.
Previous outreach used English travel blogs that did not influence Finnish booking intent.
Approach
Criteria favoured Finnish travel, lifestyle, and regional publishers covering Lapland, city breaks, and family trips. Thin coupon blogs were rejected.
Content calendars aligned guest posts and niche edits with shoulder-season publishing windows so links indexed before peak demand.
Reporting tagged placements by destination cluster so property managers could see which pages received support.
Results
In 4 months the team secured 24 Finnish placements timed to the season plan.
Seasonal campaign pages recorded a +57% organic session lift and about 2,080 referral visits during the measured window.
Results are not a booking-rate guarantee and apply only to this engagement.
For once outreach matched our seasonality instead of dumping links after peak was already over.
Digital marketing lead, Nordic hospitality group
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