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. ...