The message of Finland as the place where to experience the genuine, white Christmas was sent forward with an idea that touched the emotions of all the visitors on the campaign site. Invited by rich media banners, e-mail letters and by each other, people around the world joined the joyous karaoke with Snowlake, a white gorilla who longed to be in Finland, the place where other Snowflakes surely could be found.The karaoke led people to the new site of Finnish Christmas where they could learn more about travel possibilities, find the contact information of local travel organisers and eventually buy travel packets to Finland.