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The Pamela swap

The Pamela swap

Entered by Helsinki Partners and Destination Canada

How do you turn a spontaneous cultural moment into a real reason to travel?

In January 2026, Helsinki launched Operation: Make Pamela a Hyytiäinen, inspired by Pamela Anderson's wish to reconnect with her Finnish roots. The public invitation quickly gained international media and social attention.

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The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.


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