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Weber Shandwick launches Finnair’s ‘Gateway to Asia’ campaign |
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Tuesday, 19 June 2007 |
Finnair is capitalising on the growth in business and leisure travel to the Far East by promoting Manchester’s improved connection with new destinations via Helsinki. The airline says the new routes are the shortest trips for North West travellers.
 The airline has retained Weber Shandwick’s Manchester office to manage the PR campaign.
Finnair CEO Jukka Heinonen claims the positioning behind the new strategy is simple: “Mercator´s projection makes people think of the world as a pancake. Thanks to the great circle route, Helsinki is well positioned as a natural connection hub.
“Asia has seen more transformation over the past 20 years than the rest of the world put together, and our new routes will help North West businesses tap into the world’s most lucrative market and fastest growing economy."
As part of Weber’s launch activities, the agency highlighted the airline’s interest in Asahi – which roughly translates as ‘sunrise’.
Asahi is a health exercise offered on Finnair flights to Asia. To hep drive the message home, the agency enlisted three UK table tennis starts to break the world record for the longest table tennis rally (8hrs 27mins), staged demonstrations of Asahi at the Airport and paraded a giant panda through the streets of Manchester.
www.webershandwick.co.uk
www.finnair.com/fastestway
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