Signum: S7. Konstnärer: Anonyma förutom nere till höger: Ingrid Bade, 1936. Nere till vänster, signerad ”Dahlskog”, 1923. Uppe till vänster, 1939. Uppe till höger: 1930.

Du köper collage-affischen genom att e-posta posters (ät) cometofinland.fi och uppger beteckningen S7 samt antal. Detta är alltså en specialutgåva och styckepriset är 35 e + porto till självkostnadspris. (Den svarta ramen ovan finns inte i den tryckta versionen).

Lite om affischerna

Affischen uppe till höger gav hela projektet sitt namn. Vi tyckte det var rakt på sak, precis som Finland är: COME TO FINLAND. Punkt. Inget please eller andra onödiga floskler.

Och som en fingervisning om vad som komma skulle i propagandan på 1930-talet – Finland som det ultimata reselandet för alla och envar – såg FÅA:s agentur i Hull i England, John Good & Sons, till att hålla ångan uppe med den bedårande Off the beaten track-serien. I collaget ovan ingår två ur den serien (övre raden).

För att hylla de briljanta hjärnor som ihärdigt sålde och sålde och sålde Finland till engelska turister kan vi inte göra annat än att publicera ett utdrag på originalspråket ur Off the beaten track-broschyren för 1927. Endast på det sättet kan man få ut maximal njutning av reklamretoriken:

You want a holiday, a real holiday, an open-air holiday, a holiday to be remembered all your life? Then come to Finland.

You would like, this year, to take a ’different’ holiday, a change from the usual type of continental travelling, in short, ’get off the beaten track,’ and see the simple beauty of nature unspoiled by the track of tourists and civilization? Your problem is solved by coming to Finland.

But you object. You say, ’Finland is in the north... north of the Baltic. It is a cold, unattractive land, where only hardened folk like the Lapps exist.’

But you are wrong. The Lapps live far away in the very northernmost districts, on the shores of the Arctic Ocean. The south is inhabited by the Finns, an entirely different race.

And the cold? You are forgetting the warm, life-giving properties of the Gulf Stream, which washes the shores of Finland and converts what would otherwise be an ice-bound wilderness into a veritable holiday paradise.

No other country in the world can provide such opportunities for boating, fishing, bathing and camping. Finland has over thirtyfive thousand lakes, and the number of islands is uncountable. Look at the map. It looks almost as though someone had split the ink-bottle over it, leaving scarcely a corner untouched. And one can explore these waterways by yacht, by motor-boat, by canoe or by the comfortable tourist steamers, which wind their way through the maze of islands, far into the interior of the country. One can camp on almost any of the islands.

One can enjoy the thrilling experience of shooting the rapids, in perfect safety, in one of the specially built tourist boats. The rivers, lakes and rapids abound with fish. The scenery has a charm all its own, which is not to be found in any other part of the world.

And the light summer nights ... these have to be experienced ... one cannot describe them ... but they are probably the most wonderful of all Finland’s attractions.

Tours in this Land of Lakes are neither wearisome nor expensive. The inland hotels are mostly small but clean, while in Helsingfors, the Capital of Finland, they are absolutely up to date.

The food is wholesome, tasty and abundant; the sleeping-cars on the railways comfortable, and the majority of the lake-steamers have really excellent accommodation.
On account of the advantageous exchange, Finland is one of the cheapest countries a Britisher can visit, and one can safely reckon on being able to travel for about £1 per day,

You ask ’Then why has this wonderful holiday land of Finland remained so long undiscovered?’ – and the reason, briefly, is this: Up to 1918, when she regained her independence, Finland was the subject of greater powers, and the advance of civilization was retarded.

Thus we find, in the middle of an age of bustle and confusion, this delightful country, unspoilt by large cities and factories, left, as it were, as a playground, where we can once again experience the joys of a perfect holiday.

But tourists are rapidly discovering the delights of Finland. The number of visitors is increasing every year. So come to Finland NOW, before the charm and freshness is spoilt. Why not come this year?
(1927)

Tänd på mera?

Texten och affischen ovan ingår i boken Come to Finland. Boken är en underhållande skildring, genom affischer och Magnus Londens och Joakim Enegrens texter, över Finlands häpnadsväckande väg från okänt furstendöme till ett romantiskt och glamouröst resemål. Du kan beställa boken här.

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