Finland is the latest destination to try a quirky web-based promotion in the hope that it will be another stroke of viral marketing genius along the line of the Best Job campaign in Queensland, Australia.
The campaign asks for users to upload their wackiest travel-related photograph to the new VisitFinland website and let other visitors to vote on the best (or worst?!) one.
Launched this week to coincide with the new VisitFinland website, each photograph is also stamped with a "I Wish I Was in Finland" motif.
The top ten photographs selected by users will go into a typical competition to win a trip to the North European outpost.
Although the campaign is hoping to build a database of snaps of people around the world doing or seeing daft things, officials say:
"The campaign hopes to challenge typical tourist clichés and traditional mass tourism destinations introducing Finland as an authentic and interesting destination for travellers looking for a fresh alternative."
Finland's relaunch and marketing campaign follows the recent effort by New Zealand, using film maker Peter Jackson to spearhead a video competition to showcase the country.
The new VisitFinland site includes destination guides and well as a trip planning tool which integrates into a booking facility in the back-end.