Visit Finland has begun a quirky marketing campaign which aims to create music from DNA.
The 'Symphony of Extremes - Born from Finnish DNA' initiative uses software from Professor Jonathan Middleton of the University of Tampere.
The technology is said to create sound from the base pairs in DNA.
The idea is for a local musician to then compose something with the sounds and the entire process will be recorded on Visit Finland's website.
A music video will be produced towards the end of the year alongside the research.
Visit Finland has come up with creative campaigns in the past such as one three years ago enabling visitors to discover what their Finnish name would be.
Other travel companies such as Momondo and Travel Unwrapped, have also tapped into DNA for marketing purposes or with the aim of providing a more personalised experience.
Here's a clip: