goSaimaa announces: Rauha-Ukonniemi's new regional brand Ukonrauha has been launched

The Ukonrauha brand combines activity and peace, the joy of movement and relaxation close to nature. The brand will be used in domestic and international marketing in the future. 

It is hoped that companies will adopt the brand and utilize it in their own marketing and communication activities. The aim is to strengthen the attractiveness of the area and increase awareness of the diverse tourism services. The brand development has been carried out as part of the AKKE project “Rauha-Ukonniemi -an international resort” funded by the Regional Council of South Karelia.

The brand launch and rollout will take place in stages. In the first stage, Ukonrauha will be introduced to stakeholders, after which it will be implemented in the region's businesses, in city communications, on the goSaimaa website and in the field, for example through signage and advertising surfaces. An extensive launch marketing campaign will start in autumn 2025 and will bring Ukonrauha to the forefront in both domestic and international markets.

The focus of marketing is on diverse partnerships. This summer, the international cycling media Global Cycling Network (GCN) arrived in the region as part of a collaboration between goSaimaa, Saimaa Cycle Tour and Visit Finland. The influencers' content highlighted the sports, exercise and nature opportunities in the Saimaa region to a wide international audience. The brand is being promoted with the help of social media influencers specializing in sports content. International visibility is being built in collaboration, for example through Scan Magazine articles and productization aimed at international markets.

Project Manager Katri Hiltunen emphasizes the importance of collaboration:

– Ukonrauha is a wonderful example of what can be achieved when cities, companies and regional actors build a common goal. The brand was created in seamless cooperation with the cities of goSaimaa, Lappeenranta and Imatra, as well as local companies and actors. Hiltunen thanks Generaxion advertising agency for the good cooperation in building the brand. 

Ukonrauh's brand promise is encapsulated in its story:

"The joy of being active in functional conditions in the landscapes of Lake Saimaa. Go hard, try new things, take it easy – you deserve it."

For more information:

Project Manager Katri Hiltunen, goSaimaa Oy, katri.hiltunengosaimaa.com (katri[dot]hiltunen[at]gosaimaa[dot]com), tel. 0444455520