Tourism campaigns generally focus on the sights and
sounds of a vacation destination, but a new marketing effort from Visit Turku Archipelago in Finland highlights a less promoted travel feature: how the islands smell.
To drive home the
scent-sory appeal of the Finnish Islands, the tourism group ‘s “Get a Nose Job” searches for the archipelago’s first official “nose,” tasked with “tracking
down the region's finest scents.”
The region touts its combination of smells from the sea, pine forests, coastal rocks, wood smoke, fresh dark bread and “so many other things
[that] can be found only in this location in the world.” Located on Finland's southwest coast, the islands are considered to be one of the largest and most fragmented archipelagos across the
globe with roughly 40,000 islands. Much of the region has been considered an UNESCO Biosphere Reserve since 1994.
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Film star Lambert Wilson leads the “Get a Nose Job” campaign
effort -- best known not just for his acting chops in the “Matrix” films, but also for his prominent nose.
In the hero spot, seen here, Wilson plays the role of a recruiter on the hunt for the perfect “nose” while showcasing the region’s striking
scenery and showing off his own olfactory chops.
“Anyone who believes they have a good sense of smell can apply. No professional experience with scent is required. The whole point of the
recruit is to find someone who can explore the archipelago using nothing but their nose,” says Kristiina Kukkohovi, CEO of Visit Turku Archipelago.
The selected “nose” will
kick off their duties with a trip to the Finnish archipelago in 2027 to familiarize themselves with the region’s many scents. A “scent guide” will then be compiled from their
findings.
To apply for the “nose” position, applicants must post a short video via Instagram or TikTok where they introduce themselves, smell an object of their choice and give
their assessment. More details are available here.