Campaign Overview

Wanderlust is alive and well thanks to the snap of a camera and the click of a post. With travel influencers ranging from young to young at heart and more bursting onto the scene in 2018, the demand for a piece of the tourism pie is greater than ever. Knowing this, destinations are becoming savvier at their approach to marketing and recognize the need for an attractive offer.

Finnair, the sixth oldest airline in continuous operation, felt they had just that with their stopover program, an option to visit 2 destinations for the price of 1 ticket. Not only does it encourage travelers to spend time in the stopover country-increasing tourism dollars and recognition as a vacation destination—but incentivizes travelers to select an airline for reasons beyond price or the shortest trip. The airline sought to advertise this program to customers in the U.S. while also promoting its direct flights to Helsinki from several U.S. markets, including New York, Chicago, and San Francisco.

The Challenge