Finnair - On the radar

Client: Finnair

01 | Challenge

Finnair is one of the world’s oldest operating airlines, member of oneworld and the gateway to Asia – connecting more than 100 destinations in Europe with 19 Asian cities. Finnair flies to both Copenhagen and Billund, reaching both the mainland and the capital of Denmark and a large potential target group.

However, there has been a lack of knowledge of the airline and its services among the Danish people and no strategic positioning of the airline in the Danish media landscape.

Therefore, Finnair wanted to strengthen its position on the Danish market with strategic PR activities, to increase the awareness of the services among the Danish people and secure a larger “Share of Voice” in the media.

02 | Solution

The solution for Finnair has been to implement proactive and reactive contact with media and press. In addition to the press office, EHRENBERG SØRENSEN Kommunikation provides strategic advice and general support when it comes to external communication, as well as planning and executing a wide range of communication activities, including press releases, debate articles, media pitches, press trips, influencer trips and other PR activities.

The broad PR solution secures a constant exposure of Finnair in the Danish media landscape – both within aviation & travel media, business media and regional/national media. Combined with influencer trips with handpicked influencers who inspire their followers with travel recommendations and quality content.  and ad hoc PR activities we make sure that Finnair is relevant and exposed to the target group all year.

Over the years, we have worked with an offensive media strategy that ensures a strong network of important media and influencers.

03 | Result

We conduct about 6 press or influencer trips a year. The press trips result in travel articles in newspapers such as Berlingske (146,000 readers), Børsen (106,000 readers) and Politiken (255,000 readers) – and magazines such as Femina and Søndag. These trips result in larger features about Finnair's services and destinations, providing inspiration to Danes. The influencer trips give the chosen influencer’s target group quality content with trustworthy recommendations on traveling, e.g. on Finnair's lounges or business class as well as easy and convenient traveling to many destinations.

We execute between 15-20 press releases a year and that results in hundreds of media coverages in a broad range of media, including travel specific media, national, regional and local media as well as aviation focused media and business media. In addition to this comes debate articles, interviews and other PR activities.

The broad coverage in the media landscape secures a larger share and more visibility of Finnair-related topics in the media. This results in a stronger position on the Danish market and an increased awareness of Finnair’s services among the Danes.

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70