“Small Towns, Big Love Stories” – what actually happens in the video?
1 December 2025
The advertisement is titled “Christmas in Southern Estonia: Small Towns, Big Love Stories” and is built around the classic Hallmark Christmas movie formula. ERR+1
A successful, always-busy city girl from Tallinn (Brigitte Susanne Hunt) travels to Võru for a short Christmas break. It is supposed to be a quick business trip—some fresh air, a few local meetings, and then back to the hustle and bustle of the capital. But from the very first shots, it is clear that something in her plans is changing.
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The first encounter with the boy from Võru takes place at the bus station, when Brigitte's character drops her scarf and the young man hands it back to her.
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A series of “chance” encounters follows—on the street, in a café, in a wintry square.
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It turns out that the boy from Võru is both a hotel receptionist and a massage therapist, and can also decorate gingerbread with icing, gaze into a snow globe in the falling snow, and enjoy a smoke sauna – in other words, everything one would expect from a South Estonia fairy tale. Visit South Estonia+1
The tension is sustained by the question: will the girl from the capital stay in South Estonia, or only her heart? In the clip's finale, they stand in Võru Central Square, watch the fireworks, and discuss whether returning to Tallinn is really the best idea when life somewhere else is simple, warm, and sincere.
Why the Hallmark style – and why does it work?
The South Estonia tourism cluster makes no secret of the fact that it drew inspiration from American-style Hallmark Christmas movies – the ones many people secretly love but publicly call “a bit of a guilty pleasure.” ERR+1
The Hallmark format means that:
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the story is romantic and predictable, but in a safe and comforting way;
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the action takes place in a small town, where everyone knows everyone;
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there are plenty of lights, snow, gingerbread, and Christmas cards;
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the ending is always bright and hopeful.
The South Estonia tourism cluster has played with all of this through subtle yet highly recognizable satire: the joke is at the expense of both Hallmark clichés and itself. It is precisely this light self-irony that makes the clip enjoyable even for those who do not normally like romantic Christmas films. Visit South Estonia+1
Brigitte Susanne Hunt as a “single beauty” who needs a break from Tallinn
Communications Manager Liis Hainla explains that Brigitte was chosen for the female lead precisely because her public image as a “single beauty” is a perfect fit for this genre. She is confident, humorous, and used to laughing at herself—exactly what a Hallmark-style parody needs. Visit South Estonia+1
In the advertisement, Brigitte's character says a line that sounds painfully familiar to many residents of the capital:
“Tallinn is exhausting; you feel like you constantly have to prove something to someone.” Visit South Estonia
This one sentence sums up the entire campaign idea. South Estonia is not trying to be a “better Tallinn”; instead, it offers something different – taking time out, quiet streets, a smoke sauna, a leisurely breakfast, and the feeling that no one expects you to constantly perform at 120%.
Brigitte's opposite is the Võru boy in a flannel shirt, played by Erik Vent – a well-known model and actor. His character enjoys simple pleasures: decorating gingerbread cookies with icing in the kitchen, offering massages to clients, gazing at a snow globe against the backdrop of falling snow, and going to a warm sauna in the evening. Visit South Estonia+1
This contrast – fast-paced, noisy Tallinn vs. peaceful and snowy Southern Estonia – is where the clip's greatest charm lies.
The tourism cluster's message: come and experience it in person, rather than merely “liking” the video
The Visit South Estonia campaign is not limited to an emotional video. Its real aim is to guide people towards specific choices: booking accommodation, finding interesting places to eat, and planning activities.
At the end of the clip and in the descriptions, viewers are directed to the campaign page joulud.visitsouthestonia.com, where the following are listed by city: Visit South Estonia+1
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hotels and guesthouses, where to spend the Christmas holidays;
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restaurants, cafés, and pubs, serving dishes made from local ingredients;
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winter activities – ice rinks, ski slopes with lifts, sleigh rides, smoke saunas, hiking trails;
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family-friendly activities, from sledding hills to museums and craft workshops.
Marketing Manager Brigitta Nõmmik emphasizes that South Estonia is full of small towns where, at first glance, not much seems to happen, but where very big stories begin—whether they are love stories or entirely new business ideas. Visit South Estonia+1
Viral video, small budget: how was the clip made?
According to ERR, the advertising film’s budget was under 10 000 euros, which also includes the actors’ fees. A creative agency was not involved in the campaign—the idea and script were developed within the tourism cluster’s own team, and filming was completed in one day. ERR+1
Some facts about the campaign: ERR+1
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The video was uploaded to YouTube three days before it began spreading rapidly on social media.
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In the first few days, it garnered over 57 000 views – in Estonia, that is a very respectable number for a regional marketing video.
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The clip was funded solely from the membership fees of the South Estonia tourism cluster members, while the cluster is also supported more broadly by local governments, county development centres and Ettevõtluse ja Innovatsiooni Sihtasutus (EIS).
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In the longer term, the cluster aims to increase the number of both foreign and domestic tourists, while closely monitoring accommodation statistics and visitor feedback.
This clearly shows that creating an impactful campaign does not always require a huge budget—sometimes one clear story, well-chosen faces, and genuine emotion are enough.
Why is now the ideal time to discover Võru and South Estonia?
The Christmas video is not just a sweet story about two characters – it is a direct invitation to domestic tourism.
1. The charm of small towns in winter
Võru, Põlva, Otepää, Tartu, and other small towns in Southern Estonia become especially inviting in winter: Visit South Estonia+1
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Snowy street lighting, creating an almost cinematic backdrop;
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Christmas markets and craft fairs, where you can buy local products;
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hiking trails along lakes and rivers, which are quiet and magical in winter;
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local saunas and spas, which become a true paradise after a day out in the cold.
2. A holiday that supports local businesses
Every room booked, every dinner ordered and every handmade gift purchased helps keep small towns alive. On its campaign page, Lõuna-Eesti turismiklaster has highlighted the very businesses that contribute to the region's development – from family-run guesthouses to ski resorts with lifts. Visit South Estonia+1
3. Fewer crowds than at the capital's famous Christmas markets
Tallinn Old Town Christmas Market is undoubtedly beautiful, but very crowded. The squares, parks and Christmas events in South Estonia's towns are calmer and more spacious, making them particularly well-suited to families and those who appreciate a slightly quieter yet still festive atmosphere.
How to plan your winter holiday in Southern Estonia?
If the Christmas clip made you think that you would also like to stroll along the streets of Võru or warm up in a smoke sauna, the following practical steps will help you quickly turn the idea into action.
1. Choose a town or region
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Võru – a romantic lakeside town that inspired the Christmas clip.
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Otepää – the winter capital with ski trails and fun in the snow.
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Tartu – “the world's largest small town,” where you can combine culture, cafés and Christmas festivities.
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Põlva, Valga, Viljandi – quieter places, each with a character of its own, where you can truly pause and breathe. Visit South Estonia+1
2. Find accommodation and services – quickly and all in one place
This is where Easyfind comes in – a portal that brings together offers from small and medium-sized businesses across Estonia.
If you are looking for hotels, guesthouses, sauna services, guides, photographers, or activities for families with children in Southern Estonia, you can conveniently filter them using Easyfind.
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One monthly fee, unlimited listings – so you can find both the latest offers and enduring “hidden gems” there.
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Businesses can add photos, videos and PDF menus, making it easy to make an informed choice before your trip.
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Users can leave feedback and reviews, helping others discover great places too.
This is how a romantic Christmas video idea becomes a real plan:
you watch the video → open Easyfind → find accommodation and activities → and soon you are in Võru or another place in Southern Estonia.
Domestic tourism as a gift to yourself (and the entire region)
The new “Hallmark” Christmas video from Võru is more than just a heartwarming video. It is a reminder that:
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a beautiful Christmas fairy tale does not have to take place in a film – it can be experienced in real life;
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wintertime South Estonia is the ideal place to slow down, nurture warm relationships and create new memories;
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every trip to Võru, Põlva, Otepää or Tartu supports local entrepreneurs, who keep the entire region alive. Visit South Estonia+1
If you have already seen the clip and caught yourself thinking, “I want that too,” then perhaps this is just the little push you need to book a winter holiday in Southern Estonia this year.
And if you have your own accommodation, restaurant, activity or service that you would like to introduce to those same Christmas travellers, be sure to list it on Easyfind. This way, the next “great love story” in South Estonia could begin with your business.