What could be a better promotion for Finland and its hospitality sector than bringing the brand of Finland and Santa Claus to an event in London, showcasing it to an audience of 2 million just before the Christmas season? This thought inspired me to pursue the idea of a Finland Float at the Lord Mayor's Show, the world’s largest unrehearsed procession. With Finland's rich cultural heritage and the universally beloved figure of Santa Claus, I knew this would be a unique opportunity to put Finland on display at one of the UK's most prestigious events.
The timing couldn’t have been better. In 2023, the UK emerged as one of Finland's most significant international markets for tourism, showing a remarkable 12.5% year-on-year growth. British tourists have shown a growing interest in Finland’s unique offerings, including the magical experiences of Finnish Lapland, encounters with Santa Claus, and the spectacular Northern Lights. By bringing these elements to life in the heart of London, the Finland Float would not only boost tourism but also raise awareness of Finnish culture and business opportunities just as the festive season begins.
However, bringing this vision to life proved to be a formidable challenge.
The City of London is a global powerhouse, offering unparalleled opportunities for Finnish businesses to thrive and expand. As the Executive Director of the British & Commonwealth Chamber of Commerce in Finland, I am always eager to promote the City as a gateway for Finnish enterprises seeking to tap into international markets. The City, often referred to as the Square Mile, is not just a financial hub; it is a dynamic ecosystem where innovation meets tradition. Here, businesses can find the support, networks, and visibility they need to succeed on a global stage. From world-class financial services to a thriving tech sector, the City of London provides the resources that can propel Finnish companies to new heights. Whether it’s forging strategic partnerships, accessing investment, or gaining a foothold in one of the world’s most prestigious business environments, the City of London is where Finnish ambition can truly flourish.
This modern-day dynamism is deeply rooted in the City’s rich history, which has shaped its role as a global leader and the proud host of the Lord Mayor’s Show. Back in 1215, King John, in a bid to secure the loyalty of London’s powerful merchants, issued a Royal Charter granting the City the right to elect its own Mayor annually, rather than having a sheriff appointed by the Crown.
However, there was a crucial stipulation: each newly elected Mayor had to leave the safety of the City, travel upriver to Westminster, and swear loyalty to the King. This annual journey was not just a formality; it became a symbol of the City’s growing independence and influence. Over the centuries, this tradition evolved into the Lord Mayor’s Show, a grand and celebrated parade that continues to captivate audiences worldwide.
Today, the Lord Mayor's Show is one of the nation's most spectacular events, involving some 6,500 participants, 70 floats, 20 military and civilian bands, dozens of horses and carriages, and the magnificent Gold State Coach, which has been used in every Show since 1757. In 2024, the Show will once again be the subject of a live 90-minute television broadcast by the BBC, reaching an average domestic audience of 1.2 million. This exposure provides significant value, offering invaluable visibility for all involved.
As 2024 approached, the Finland Float was still just an ambitious idea, teetering on the edge of realisation. Despite numerous setbacks and rejections in securing sponsorship, SISU—the uniquely Finnish concept embodying stoic determination, tenacity of purpose, grit, bravery, resilience, and hardiness—played a crucial role in keeping the dream alive.
This concept is not only close to my heart but also resonates with Alderman Alastair King, a dear friend and supporter, who, subject to election, is set to become the 696th Lord Mayor of the City of London. Alderman King's deep connection with Finland is reflected in his choice of "SISU" as the motto on his coat of arms, symbolising our shared values and the strength of our partnership. I had the pleasure of hosting him in Helsinki in October 2023 and assisting in organising Finland-themed events in the City of London. His encouragement and the shared belief in the importance of cultural exchange have been vital in bringing the Finland Float to life.
With SISU guiding the way, B3CF member companies—Y-Säätiö, Kouvolan Lakritsi, Passiofy, MS Marketing and Routa Digital—stepped forward to support the Finland Float, transforming it from a distant dream into a tangible reality. Their backing was not just financial; it was a vote of confidence in the vision I had nurtured for so long, recognising the unique opportunity the City presented to showcase Finland’s culture and business potential on such a prestigious platform.
As we prepare to unveil the Finland Float in the 2024 Lord Mayor’s Show, I am filled with pride and gratitude. This project has brought together a diverse group of supporters, united by a common goal: to showcase Finland’s rich heritage and strengthen the bonds between our two great nations. I hope that as the float makes its way through the streets of London, it will inspire others to embrace their challenges with the same resilience and determination, knowing that with SISU as their guide, anything is possible.