Turku Archipelago in Finland has opened applications for a job that has never existed before – the official smeller of the region. It has declared itself the best-smelling destination on Earth, and it intends to prove the claim. Today the archipelago is launching an international search for its first-ever official “Nose”, whose job will be to track down the region’s finest scents. The worldwide search for that person is fronted by French film star, Lambert Wilson, known internationally for his roles in The Matrix films – and for his great nose.

With hundreds of tourism campaigns vying for attention, Turku Archipelago’s bizarre recruitment search is an unmatched interest-magnet.  The left-of-centre idea by United Imaginations highlights a world-class strength of the region that is rarely used in tourism guides – how it smells. The smell of its pristine nature, the sea, the pine forest, sun-warmed coastal rocks, wood smoke, fresh dark bread and so many other things can be found only in this location in the world. In a flood of tourism campaigns touting back to nature discoveries, this one stands out.

So the archipelago has declared itself the best-smelling destination in the world, and is scouring the world to find its “nose-first” ambassador.

“Anyone who believes they have a good sense of smell can apply. No professional experience with scent is required. The whole point of the recruit is to find someone who can explore the archipelago using nothing but their nose,” stated Kristiina Kukkohovi, CEO of Visit Turku Archipelago.

Much of Turku Archipelago has been a UNESCO Biosphere Reserve since 1994. Located on Finland’s southwest coast, it is one of the largest and most fragmented archipelagos in the world, made up of roughly 40,000 islands and skerries.

The successful Nose will be invited to the Finnish archipelago in 2027 to get to know the area and its scents. The result will be the archipelago’s own scent guide, bringing together its most interesting scents and places.

Lambert Wilson promises that an unforgettable experience awaits. “I always had a fantasy about Finland, its landscapes, where in my imagination the North meets the West, where I could one day escape the heat and the excesses of France. I must say that it surpassed all my dreams. The lush vegetation, the beautiful light, the ever-present water, and the unexpected quality of the air. One can rediscover the simple pleasures of breathing and smelling there. And we take that for granted so often,” he stated.

In the campaign film, Wilson takes on the role of recruiter tasked with finding the perfect Nose. Shot on location in Turku Archipelago, the film follows Wilson as he searches for the right candidate, giving viewers a glimpse of the region’s scenery and atmosphere.

“What stayed with me most is a sunny afternoon in Pargas and the scent of apple trees, and even the apples tasted better there. There’s a real sense of calm and contentment among the people of the archipelago. Now I understand why,” Wilson noted.

As the recruitment campaign launches, a hunt also begins across the archipelago for places and experiences whose scents deserve to be included. Residents, businesses and visitors are all invited to share their favourite scents, and where to find them. A suggestion could be a place, a food or a moment: freshly baked archipelago bread, a sun-warmed coastal rock, a pine forest after rain, smoke drifting from a sauna chimney, or the sea on an autumn morning.

Nose job applicants should post a short application video on Instagram or TikTok. In the video, they should introduce themselves as a Nose applicant, pick an object of their choice, smell it and give their assessment. The applicant should show how they smell, as their technique is part of the evaluation. After that, they should submit a form on the website saaristo.fi/getanosejob. More details on applying can be found on the website.