More and more people travel for self-discovery, move back to the countryside, eat organic and value time over money. As opposed to the digital reality and hectic lifestyle, people love to charge their batteries in places where they can be close to the nature. Escapism People love popular TV series such as Game of Thrones – a realm of the parallel university and magic that exists somewhere, a place you can escape to from the ordinary life. Our goal was to build a certain magic and create a new perception to the Estonian nature – to differentiate ourselves from the “pure nordic“ that we don’t really represent and find our USP in the “magical northern“. For that, we brought in the mythology of Estonia and the mythological characters to use them as a gateway to discover the nature of Estonia.

The centre of the Deepest roots campaign was the "Which Estonian mythological character are you?" quiz. We created the quiz in collaboration with folklorists, psychologists and artists. The quiz was based on actual personality types and the content on Estonian mythology and nature. To promote the quiz, we collaborated with the most well known Estonian singer in the World – Kerli. She was returning to Estonia from America to regain her creative balance. Therefore, we decided to share her experience in several official music videos by showing the world what exactly mystical Estonian nature has to offer, including in a 360-degree video where all the quiz characters emerge. The main channels for the campaign were her official social media accounts. Kerli's social media engagement surged to over a million interactions with the campaign, her homecoming became international news and the campaign reached 250 million households globally.

Kerli's and Visit Estonia's social media posts reached 18,8 million people and managed to gain 1,1 million fan interactions. The YouTube videos were watched 4,08 million times and the same official music videos gained 9,4 million press impressions. Kerli's stories and articles on VisitEstonia.com were read 42,7 million times. The campaign reached 250 million households globally. The quiz page was visited 531 000 times from 152 countries. 2016 was the best year for Estonian tourism with 2 million tourists visiting and over 4 million nights spent.