Finnair Case Study

The Goal:

Finnair specializes in quick, convenient connections between +60 European destinations and 13 cities in Asia via Helsinki. As a small, award-winning Scandinavian airline competing against large legacy carriers, Finnair struggled with low brand awareness in North America among the travel trade and consumer publications. DQMPR was tasked with generating media coverage in both the U.S. and Canadian markets in order to increase sales, strengthen brand awareness and establish FINNAIR as a gateway for U.S. passengers traveling to Europe and Asia.

Target Audience:

High-end, national consumer publications, plus national travel and aviation trade media.


  • Localized press releases and targeted pitches were distributed to major travel trade and consumer publications in the U.S. and Canada, focusing on Finnair's seasonal destinations, extensive European route network and new Asia routes throughout the year.

  • Additional press releases were sent out to promote fun and interesting marketing activities like Bollywood dancing on Republic Day, Quality Hunter's competition and a collaboration with Angry Birds' creator Rovio Entertainment, Finnish gaming company. In 2012, DQMPR also submitted Finnair's Quality Hunters 2 campaign Travel + Leisure's first annual SMITTY Awards, showcasing the most innovative uses of social media in the travel industry.

  • Finnair marked its 90th anniversary with a campaign to reinforce its image as an innovative, forward thinking company with a series of announcements introducing new upgrades, exciting collaborations including Finnish design house Marimekko, a signature in-flight dining program with two renowned Finnish chefs, an anticipated new lounge with sauna at the Helsinki airport and the Finnair Skywheel, a Ferris wheel that rises above the Helsinki skyline.


  • Obtained major TV coverage on ABC World News Tonight and NBC Today Show for India's Republic Day celebration, as well as coverage in US publications like The New York Times, New York Post, The Wall Street Journal The Washington Post, The Montreal Gazette, CNN, Yahoo! News, Travel + Leisure and more.

  • Pitched fare specials and feature releases to aviation, trade and business travel outlets such as Airlines and Destinations, Budget Travel, Global Traveler, Departures, Gadling, Executive Travel and Passport Magazine

  • Submitted and won for Finnair Travel + Leisure's first annual SMITTY Awards, showcasing the most innovative uses of social media in the travel industry.

  • The 90th anniversary campaign generated placements in top national newspapers and luxury magazines such as Elle D?cor, Redbook, Cond? Nast Traveler, The New York Times, Los Angeles Times and NBC News as well as top niche publications including Interior Design Magazine, The Daily Meal, Bon Appetit and Luxury Travel Advisor.

  • Gained a total reach of 927,262,573 over the last three years in US and Canadian publications.

Finnair SMITTY Award