TALLINN HOLIDAY ALBUM

TitleTALLINN HOLIDAY ALBUM
BrandFINAVIA
Category F02. Challenger Brand
Product/ServiceHELSINKI AIRPORT
Entrant TBWA\HELSINKI, FINLAND
Idea Creation FINAVIA Vantaa, FINLAND
Idea Creation 2 TBWA\HELSINKI, FINLAND
Media Placement DAGMAR Helsinki, FINLAND
PR TBWA\HELSINKI, FINLAND
Production TBWA\HELSINKI, FINLAND
Credits
Name Company Position
Anna Tuomi Finavia Head of Marketing
Maija Ilvonen Finavia Communications Manager
Pinja Kallis Finavia Communications Specialist
Mikko Pietilä TBWA\Helsinki Executive Creative Director
Simone Bocedi TBWA\Helsinki Senior Content Strategist
Aleksi Erma TBWA\Helsinki Copywriter
MAtti Virtanen TBWA\Helsinki Art Director
Annika Wikstén TBWA\Helsinki Account Manager
Virpi Grönlund TBWA\Helsinki Account Director
Joona Stedt TBWA\Helsinki Project Manager
Katariina Ollari TBWA\Helsinki Content Producer
Veikko Heikkilä TBWA\Helsinki Junior Art Director
Eemeli Tani TBWA\Helsinki Performance & Analytics Manager
Rasmus Kuusisto TBWA\Helsinki Data & Insight Trainee
Suvi Höytö TBWA\Helsinki Designer Trainee
Riikka Hallenberg Dagmar Oy Senior Client Director
Eveliina Virtapelto Dagmar Oy Client Manager
Minna Puurtinen Dagmar Oy OOH Planner

Cultural / Context information for the jury

The route network of Helsinki Airport is inarguably better than Tallinn Airport’s, as Helsinki Airport offers 160 direct destinations and Tallinn Airport only 35. Tallinners still have the option to use connecting flights from other European airports. The aim of the campaign was to communicate the fact that Tallinners can avoid that one extra flight by starting their trip from Helsinki Airport. Reaching Helsinki Airport is easy as it’s only 86 kilometers away from Tallinn, and ferries cross the Gulf of Finland several times a day.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

Helsinki Airport is one of the most well-connected airports in Northern Europe. As Finland is located north of Estonia, it’s not the most obvious choice for Tallinners to fly from. Helsinki Airport was expanding to a foreign market, so it was crucial to engage the new audience in a way that embraced the locals. With Tallinn Holiday Album, we dived into Tallinners' Instagram profiles to find pictures they had taken in destinations on Helsinki Airport’s route network. To encourage others to use Helsinki Airport, we turned these pictures into outdoor ads and placed them on the streets of Tallinn. Tallinn is relatively small-sized, with most people having at least some shared acquaintances. The campaign covered 85% of all Tallinn’s outdoor advertisements, so the probability for the Tallinners to see someone they knew on an outdoor ad was very high.