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Traditions, Sami...

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Traveling to the past in a dream

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3 posts from 3 countries

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leader: Sanna

assistant: Liisa

information search: Samuel

documentation: Nataliia

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different eras (e.g., 18th, 19th, 20th centuries)

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Aurora as a main character

chasing the Northern lights

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40 years old

French

Office work, 8-16

Husband and a dog

Loves traveling, freedom, exploring...

Longer attention span, spends more time on each post

Follows a lot of travel influencers, has her own travel account and blog too

Authenticity, environment, new unique experience

Meeting locals, something she can't experience elsewhere

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20 years old, student

UK

Works part-time at a café

Plays games with online friends 😊

Enjoys sports and history

Scrolls through aimlessly

Short attention span, posts need to capture attention immediately

Outdoor activities, historical stories/events interest him

Expects to learn new history facts from the locals

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59% of Instagram users are between ages 18-29 and 33% are between ages 30-49.

Captivating and visual content

Easy to read, not too heavy

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Promoting the Northern Lights route effectively

cross-border networking (one post for each country)

supporting small-scale tourism companies

utilizing megatrends

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We want to promote the whole destination through storytelling in a socially and culturally sustainable way.