Levi Offers 20,000 Euro Gold Hunt to Attract Tourists and Influencers

Levi, a popular tourist destination in Lapland, is launching an innovative marketing campaign to draw visitors, especially during the summer season. The "Midnight Sun Hunt" will hide a treasure valued at 20,000 euros in the natural landscape. The first clue to the treasure's location will be released on June 18, with subsequent clues distributed through local businesses in Levi, online, and through nature-based puzzles.

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The campaign aims to bring tourists to Levi also during the summer season.

Satu Pesonen, CEO of Levi Travel, stated the campaign aims to attract both returning visitors and newcomers to the region during the typically slower summer months. This is the first year for the event, but it is planned to continue in the coming years. Pesonen explained that while the clues will become easier as the competition progresses, a clever participant might find the prize with the very first clue. The hunt could potentially extend into August.

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The clues will be challenging and the gold hunt has been designed in collaboration with experts in the field.

The campaign has already garnered significant international interest, reaching people in 59 countries, including China, the United States, France, Britain, and Spain, even before the first clue is released. Social media influencers from Finland and abroad are also expected to participate, documenting their treasure hunts. Pesonen emphasized that local residents are also encouraged to join the search, noting that some might dedicate considerable time to finding the prize.

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An ingenious person might find it based on the first clue alone.