According to the global Oracle Happiness Report of 2022, 45% of people have not felt true happiness in more than two years and 25% don’t know or have forgotten what it means to feel truly happy. Finland, known as the home of the world’s happiest people, is therefore keen to help everyone find their “inner Finn”. 

As the first country to host its own masterclass, Finland will welcome participants to the luxurious, adults-only Kuru Resort in June and share its secrets to happiness at this unique in-person Masterclass of Happiness.

During the four-day experience, Visit Finland will welcome 10 lucky participants and, through the expertise of designated coaches, guide them towards a balanced way of life to assist in achieving happiness – the Finnish way. The coaching covers four key themes: nature and lifestyle, health and balance, design and everyday, and food and wellbeing.

The PC Agency worked on spreading the message to the UK market and in recruiting for a media/influencer preview masterclass, ahead of the official program launched by the Tourism Board. Coverage appeared in outlets such as the Financial Times, Metro, Yahoo, and was also broadcasted on ITV This Morning and GB News. Total circulation of both coverage and broadcast reached 3,812,775,536.

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