We decided to create a campaign generating both instant goodwill and sales, in a bit longer term. The campaign ran just before Christmas, the season in which we tend to think warmly and unselfishly about the ones we love. We asked for adult children to apply for a free trip for their parents. This could be done on Facebook and on the website.Children justified why their parents had earned a vacation and chose a trip from the Finnmatkat offering. Parents were sent a copy of both the application and the trip selection. The best 20 were published in the web and print media.

Approximately 38,000 happy, grateful and heartbreaking applications were sent. Adult children told how much they appreciate their parents and the work they have done for their kids.The parents received these letters just before Christmas, bringing warmth to many Finnish homes.The goodwill effect was as strong as hoped for in the 55+ target group. Finnmatkat also strengthened its position among the family and adult target groups. As a side effect, the campaign generated €1.5 turnover, with €34,000 worth of display advertising.