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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Helsinki Airport Uses Real Instagram Travel Photos for New Campaign

03/10/2019
Advertising Agency
Helsinki, Finland
486
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The campaign was created by TBWA\Helsinki

Helsinki Airport’s expansion to a foreign market trusted the locals to showcase the airport’s route network. Tallinn Holiday Album promotes Helsinki Airport’s 160 routes with real Instagram pictures of Estonian travelers taken in these destinations.

On Monday, Tallinners woke up to see nearly all billboards (80%) in the city covered with their own travel photos. The pictures were placed in the neighborhoods of the travelers, resulting in many surprises as they commuted to work.

“Helsinki Airport has a great route network and it’s easily accessible from Tallinn either by a connecting flight or a ferry. We want our Estonian neighbors know that Helsinki Airport is also their second home airport when they’re thinking of traveling to a certain destination”, says Anna Tuomi, head of marketing for Finavia, the operator of Helsinki Airport.


"The Instagram users have been asked permission and have voluntarily agreed to take part in this", continues Tuomi. The campaign has been received overwhelmingly well, and there are already multiple positive conversations on social media.

“With this campaign we wanted to disrupt conventional travel marketing imagery. Travelers are real people with real experiences: we wanted Tallinn Holiday Album to reflect that," says Mikko Pietilä, executive creative director at TBWA\Helsinki.

“When advertising to a foreign market, we trusted the locals to know what they like when it comes to traveling. Crowdsourcing the imagery was a fitting mechanic for the campaign”, continues Pietila.

This is not the first time Helsinki Airport goes experiential in their marketing. Two years ago they had a man living for a month in the airport for the #LIFEINHEL campaign.

Tallinn Holiday Album is live from the 30th of September to 30th of November in Tallinn, Estonia. 

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