The advertising campaign is aimed at attracting pensioners in particular through cheaper housing and leisure activities. The campaign cost tens of thousands of euros.
The advertising campaign highlights the affordability of housing and Lahti’s vibrant cultural and sports facilities.
The sun does not shine in Lahti as it does in Florida. In an advertising campaign, the analogy is in a way a joke, but there is a lot of truth in it.
– Lahti offers everything else, including the right Florida and skiing opportunities. And there are no hurricanes, Jukko describes.
Jukko says that he got the idea for the campaign years ago. In the summer, he decided it was time for action.
– This was on my mind for a long time. I thought that Lahti would not like that we are attracting senior citizens to the city. Now that health care has been transferred to welfare areas, seniors bring customers, but the costs have been transferred to bigger shoulders.
Advertising agency Queens from Lahti helped in building the advertising campaign. Jukko says that the advertising campaign cost tens of thousands, but less than a hundred thousand euros. Money for an advertising campaign for my business, because Jukko is a multi-millionaire through the family business.
Trying to solve problems
Jukko is not retired himself. The advertising campaign was still aimed at pensioners, because Jukko wants to find solutions to problems with his activities. He has noticed that retired people often complain that they can’t do anything because of their small pension. The advertising campaign urges you to look at alternatives. If you move from the capital region, you could have more working money left over.
In Juko’s opinion, not everyone knows about Lahti’s opportunities either, and that’s why it’s good to tell them about them. At best, the pensioners moving to the community could help solve the city’s other problems as well.
– The unemployment rate in Lahti is slightly higher than in many other cities. Unemployment can cause problems for families. I wish seniors would find ways to help families. There are a lot of ways and at the same time you can have adult company.
Jukko lives in Helsinki, but has a summer apartment in Lahti. It is very possible that he will also get an apartment in the center of Lahti after retirement.
Etelä-Suomen Sanomat was the first to report on the advertising campaign.
*You can discuss the topic until 23:00 on 11 January 2023.*