This week Lord Sugar revealed at the London Stadium in Stratford, site of the 2012 Olympics and home to UK Athletics and West Ham FC, that this week the contestants will be rebranding the country of Finland. While the Scandinavian country is well known as a winter holiday destination, candidates were charged with creating an advertising campaign to entice UK visitors during the summer months.

Half the teams headed to Finland to film the TV advert, while the rest created a marketing campaign and a digital billboard to be displayed at Piccadilly Circus. The candidates then pitched their advertising campaign to leading industry experts, including the head of tourism for Finland. 

Scarlett was one of those heading over to Finland. In the taxi on the way to the airport, Lewis ‘I’m-in-it-to-win-it’ Ellis told Scarlett and Librarian Lottie that his claim to Finland was that he used to “hang out with a Finnish girl at university”. Naturally, this didn’t impress Scarlett much. “Yeah, I don’t think that’s the same,” she pointed out, smugly. 

Although neither team’s messaging enticed Lord Sugar to visit Finland, thankfully our Scarlett’s team won and it was Jemelin Artigas on the losing side who was fired in the latest boardroom showdown with Lord Sugar. 

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