When festivals and gigs were cancelled due to the corona crisis in 2020, Tuska Festival, one of the biggest metal festivals in the Nordic countries, responded to the hunger for culture and separation anxiety by conceptualising Tuska Utopia: an online series combining metal music with online tourism. With a quirky Tuska-like twist, of course. Right from the start, the idea was to go international with the series of online concerts – after all, Finland is the home of heavy metal. Mellakka Helsinki assumed responsibility not only for the usual domestic market, but also for international marketing and communications.
Our strategy combined media communications, social media, niche segmentation and networks to go a long way on a relatively small budget in international terms. Tuska Utopia appeared on the lists of most-read articles in the Finnish media for weeks, and related articles were shared on major social media accounts with much national pride. Internationally, Tuska Utopia gained over 110 media hits, including on the pages of metal giants Metal Hammer and Burrn! When both the advertising value and the people reached in terms of both social media and earned media can be measured in millions, one can be sure that the Maiden of Finland continues to make a scene in the world – rocking harder than ever!
Mellakka Helsinki also handles the communications for Tuska Festival and concert organiser TuskaLive.