The Turku Archipelago in Finland is offering a unique job opportunity. The Visit Turku Archipelago tourism office has launched a campaign called “Get a Nose Job”, seeking a “scent detective” to explore the region’s 40,000 islands and document their distinct aromas. This vast archipelago, comprising nearly 40,000 islands and islets, is not only a visual marvel but also a haven for unique scents, making it a truly one-of-a-kind destination.
A Fragrant Adventure
The selected individual will spend five to seven days in May or June 2027, identifying and describing the scents of sea air, pine forests, saunas, and freshly baked bread. Their task is to vividly portray these smells, encouraging others to visit. The role also includes photographing and filming the experience for social media promotion. This immersive experience aims to capture the essence of the archipelago, from the salty breeze of the Baltic Sea to the earthy aroma of pine trees and the comforting scent of traditional Finnish saunas.
The campaign features a humorous video starring French actor Lambert Wilson, who jokingly laments being chosen for the job. The clip highlights the archipelago’s natural beauty while emphasizing its unique olfactory attractions. In the video, Wilson humorously expresses his initial disappointment, expecting a tropical paradise instead of the Baltic Sea, but ultimately adopts the role, sniffing his way through markets, saunas, and forests, showcasing the diverse scents of the region.
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A Competitive Opportunity
The Turku Archipelago claims to be the world’s most fragrant destination, surpassing even Paris and Athens. To support this claim, they are seeking an objective nose to assess the region’s scents. The position offers a €2,000 payment for the week-long assignment. This bold assertion challenges traditional notions of fragrant cities, inviting a fresh perspective on what makes a destination truly aromatic.
Applicants must submit a short video on Instagram or TikTok by October 25th, expressing their interest and demonstrating their ability to describe scents. This playful campaign follows a trend of Nordic destinations using humor in their marketing, similar to previous efforts by Iceland and Sweden. Candidates are encouraged to get creative, choosing an object, smelling it, and sharing their olfactory insights in a fun and engaging way. The application process itself is designed to be as unique as the job, reflecting the archipelago’s commitment to celebrating its sensory richness.