THE Challenge

Finding reactionary and timely ways to communicate Helsinki’s happiness story

While parts of the world have turned inward, cities still compete for talent, tourism, investment, and international attention. Helsinki, the capital of the world’s happiest nation for eight consecutive years, has chosen to stay open, welcoming international talent, visitors, and businesses. Yet despite its strengths, Helsinki faces challenges in attracting tourism and global talent. Located on Europe’s northern edge and home to just over 650,000 people, it sits far from major global hubs.

With a limited marketing budget, Helsinki competes against Europe’s iconic capitals and globally famous “celebrity cities” with far greater reach and resources. To stand out, Helsinki must be sharper, braver, and able to turn the right cultural moments into earned attention rather than paid visibility.

That moment came with Pamela Anderson, who publicly expressed a wish to reclaim her Finnish family name, Hyytiäinen. Helsinki saw an opportunity to respond in a way that was personal, culturally relevant, and digitally native – without access to Pamela herself or paid celebrity endorsement.