Campaign details

Advertiser: Finavia
Brand: Helsinki Airport
Agency: TBWA\Helsinki
Country: China, Finland, Sweden, United Kingdom

Objectives

Despite the many efforts made by Finnish Airport operator Finavia on customer experience in recent years, Helsinki Airport is still widely unknown globally and especially in China, Finavia's fastest growing market. The number of Chinese passengers has increased steadily in the past years, and they are now the third passenger group in terms of visits 1 (Red Note - Helsinki Airport Flight Passenger Study, Figure 1). Chinese citizens with good purchasing power and possibility to travel were the primary target group for the campaign.

Figure 1

The first and foremost Commercial objective was to increase the amount of Chinese passengers and with it increase the overall spend from Chinese passengers. Chinese are the major spenders2 at Helsinki Airport (Red Note, Helsinki Airport Flight Passenger Study 2018, Figure 2) and Finavia wished to increase their overall spending, which is expected to grow organically if they increase in number.