When the summer starts people get very excited. Especially in Russia, Sweden and other northern countries. Because it is finally summer. But many people put off planning their vacations thinking that they have the whole of three months of warm weather ahead and they do not have to be in a hurry. And they suddenly remember about their vacations when it is already too late. The summer is the quickest three months in a year which fly by so fast. It is exactly that perception of summertime being short which became a basis for our promotional campaign concept.