2The New Rules of Marketing and PR

My wife, Yukari, was checking out her Twitter stream one day and noticed that someone she follows tweeted about Hotel & Igloo Village Kakslauttanen.1 Yukari clicked the link and learned that the resort is located in the Saariselkä fell area of Lapland in northern Finland. In winter, you can stay there in a private glass igloo, which means that from bed you can check out the stars (or, if you are lucky, the aurora borealis). She found this terribly exciting, so she tweeted a response from her Twitter ID, @yukariwatanabe: “I want to go there!”

We discussed the resort that evening over dinner. Why not go? Our daughter was off to university, so we had the time. The next day we booked the trip for several months later. Done deal.

Now, I know that a winter vacation above the Arctic Circle might seem like a punch line to a bad joke. Heck, the sun didn't even rise when we were there in mid-December (the “day” consists of just four hours of twilight at that time of year). But for us it seemed perfect, because we've traveled all over the world and are always looking for unusual adventures.

How did we know that we wanted to go? By the resort's website, of course. The site lists all sorts of winter activities for guests. When I saw “Husky Sledding Safari,” I was ready to pack my bags (bucket list…). But Yukari wanted to do a little more checking, so she Googled the resort, looked at the reviews on TripAdvisor, and also read about it in a New York Times ...

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