Helsinki, 2nd of July 2026 - YOC enabled the first Connected TV (CTV) campaign for Visit Savonlinna and the Visit Lake Saimaa brand in France. The campaign was designed to build on the increasing interest shown by French travellers towards the Lake Saimaa region and Eastern Finland.
To build on this trend, the campaign focuses on showcasing Lake Saimaa region‘s nature, culture, and food through high-quality video on the big screen. The YOC Spotlight was selected as the technical solution, combining the emotional impact of traditional TV advertising with the targeting capabilities of digital media. This allows the campaign to address relevant audiences more precisely.
“We were eager to explore a new way of reaching international audiences beyond traditional print and social media channels. France is a growing market for the Lake Saimaa region, and Connected TV offered an interesting opportunity to present our destination in a visually engaging format. The appeal of Lake Saimaa lies in its combination of nature, culture, local food and what we like to call quiet luxury – peaceful, authentic experiences in one of Europe’s most pristine lake regions,” says Sari Ahokainen, Marketing, Media and PR Coordinator at Visit Savonlinna.
A key element of the campaign is the custom-built creative. In addition to video footage of Finland’s natural landscapes, it includes interactive features such as an on-screen map to locate the region and a QR code that provides additional information on the showcased content. The Connected TV channel offers broad reach within a brand-safe, high-quality environment. At the same time, channel-based targeting helps ensure the campaign reaches audiences with a specific interest in travel and nature.
“From my perspective, Visit Savonlinna took the right step at the right time to address the important French market with a campaign that combines emotional storytelling with technical innovation,” says Jonatan Lausti, Senior Sales Manager at YOC Finland.
The campaign, implemented together with YOC as a technology partner, marks the first use of Connected TV for Visit Savonlinna and the Visit Lake Saimaa brand.
“Connected TV continues to gain momentum. Especially for international campaigns, it enables local advertisers to reach audiences at scale,” adds Maximilian Pruscha, Chief Operating Officer at YOC. „Therefore, we’re heavily investing into innovation of our product range and especially targeting capabilities“
YOC is a technology company that develops software for the digital advertising market. With the help of our programmatic trading platform VIS.X®, we enable an optimal advertising experience for advertisers, publishers, and users of the internet and mobile applications. By using VIS.X® and YOC’s attention-grabbing ad formats, advertisers are able to increase attention for their brand and products in connection with high-quality advertising inventory. Renowned premium publishers offer a global media reach and benefit from the high monetization of our VIS.X® platform. The company has been active since 2001 and has been listed in the Prime Standard of the Frankfurt Stock Exchange since 2009.
Visit Savonlinna (Savonlinna Travel Ltd.) is the destination marketing and tourism development organisation for the Savonlinna region in Eastern Finland, located in the heart of Lake Saimaa. The organisation promotes the region both domestically and internationally in cooperation with municipalities, tourism businesses and national partners.
To support international tourism growth, a shared Visit Lake Saimaa brand has been created together with the regions of Varkaus, Lappeenranta, Imatra and Mikkeli. The brand promotes the Lake Saimaa region as a significant travel destination and builds a unified image of Saimaa as Finland’s most spectacular lake district.
International growth is supported by the Saimaa Horizon 2030 project, co-funded by the European Union and the Regional Council of South Savo. The project focuses on increasing international visitor numbers, improving accessibility, attracting investments and strengthening the global visibility of Lake Saimaa.
Lake Saimaa is known for its labyrinth-like lake scenery, rare wildlife including the endangered Saimaa ringed seal, strong sauna and cottage culture, local gastronomy and high-quality cultural experiences such as the Savonlinna Opera Festival. Saimaa is the largest lake in Finland and the fourth-largest natural freshwater lake in Europe.
