Pelekääkkönää Campaign: Reframing Local Perceptions of Oulu as a Tourist Destination

The Pelekääkkönää campaign, launched by Visit Oulu, aimed to address a common sentiment among locals: that Oulu is not a tourist destination, and there’s nothing to see. This belief, shared by many residents, posed a challenge for tourism development in the city. In casual conversations, when asked what the locals thought about Oulu’s tourism potential, they often responded with statements like, “There’s nothing to see here!” This attitude created an internal barrier to developing Oulu’s reputation as a vibrant destination for visitors. The locals could not understand why anybody from abroad would like to visit their city!

With that mindset in mind, the Pelekääkkönää campaign was designed to turn this perception on its head. It took a sarcastic and playful approach, initially presenting the message that “There’s nothing to see here” on the Visit Oulu website. However, the twist came with a series of challenges and activities that highlighted what the city actually has to offer. The campaign revealed a plentitude of unique experiences, from cultural events to outdoor adventures, showcasing the city’s hidden gems.

One example is the slogan “Pelekääkkönää pimiää”, or “Are you afraid of the dark?”, which played on the city’s long winter nights. Another example tackled Oulu’s vibrant metal music culture with the slogan “Are you afraid of people?”, followed by a photo of a rowdy heavy metal concert.  One slogan asked "Are you afraid of the cold", followed by an image of a winter swimmer - a popular hobby in Oulu during the snowy period. 

All of the messages continued with a suggestion: “Don’t be. Experience it!.” This encouraged locals to see their city through a new lens and to embrace Oulu’s distinct characteristics and community as a point of pride. The campaign even toyed with the fact that the city has a lot of street art that some people might consider just ugly graffiti, but can also be seen by others as layers of culture and local art.

By using humor and irony, the campaign challenged the locals to rethink their own city. It wasn’t about convincing tourists but about showing Oulu’s own residents that their city is truly a remarkable destination worth exploring and sharing with visitors.

The campaign was also co-created by the locals as Visit Oulu had a community challenge to oust more local phenomena for new images. The campaign merchandise have also become most requested items from the Oulu visitor center. Bought by the locals to wear - of course!

The Campaign’s Recognition and Future Outlook

The Pelekääkkönää campaign was so successful in reshaping local attitudes that it has been nominated for the Finnish Travel Gala 2024 —a testament to its innovative approach to destination marketing. What makes this campaign stand out is its focus on engaging locals as ambassadors of their city. By highlighting Oulu’s unique offerings in an unexpected way, the campaign paved the way for more inclusive and sustainable tourism growth.

Moving forward, Visit Oulu plans to build on this momentum, continuing to showcase the city’s hidden gems and leveraging local pride to promote tourism. When locals believe in the value of their own city, they become powerful advocates for its growth as a destination.

This playful yet impactful campaign has started a shift in how Oulu’s own people see their city, and with continued efforts, it will help establish Oulu as a top-tier destination for both local and international travelers.