Grandma is standing in the aisle of the milk train. — In June, former Imatra residents were picked up by the milk train.

The milk train campaign increased the willingness to move back

The campaign reached 3,5 million people. Watch the video clip about the Milk Train.

The milk train was not a roller coaster.

The focus of this year's largest brand marketing campaign of the city of Imatra was the Usko mummoa video and the milk train home.

The multi-channel campaign started on May 9 and the channels were YouTube, Google, Facebook, Instagram, Finnkino cinemas, Ruutu service and outdoor advertising.

- Invitations to the milk train to former residents of Imatra, about 3000 copies, were mailed in the spring. The train seats filled up quickly. About 30 people traveled to Imatra on the milk train with Imatra's grandmother on Friday, June 140, marketing manager Katri Storhammar says.

After the train ride, the milk train passengers were taken to the theater, where they were told about Imatra's opportunities for immigrants.

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30 people got to know Imatra's possibilities

The campaign built a positive Imatra brand. The campaign reached a total of 3,5 million people (corresponding campaign of 2022: 2,8 million), in addition to which advertisements were shown on different channels more than 5 million times.

With the help of the campaign, more than 30 people became familiar with Imatra's opportunities for movers (asuimatralla.fi).

-According to research, the most potential migrants have lived in the city before, on the basis of which the target group was selected. Resident marketing is long-term work and the first campaign made directly for this target group exceeded the goals, says the CEO of Imatra Base Camp Oy Jukka Aallikko.

- During the train journey, one apartment deal was made, and we heard several plans to return to Imatra. The campaign left a very positive impression on those who returned home on the milk train, as well as on others reached by the campaign, Storhammar continues.

Willingness to move exists

A survey was conducted for those who signed up for the milk train, and 62 percent of the respondents stated that the invitation, the milk train trip and the information session at the theater increased their willingness to move to Imatra.

- Even the defendants 42% plan to move to Imatra, Storhammar rejoices.