Transcript Finnair Marketing Intro

Finnair Marketing Communication Intro
Emmi Teräs
Marketing Manager APAC, Digital
Finnair Brand Video
2
Marketing operations
7
People in Finnair
marketing team
100
Global & local commercial
partners
3
30
Countries Marketing
operates in
35
Milj. site visitors yearly
85
Projects yearly
6
Billion commercial digital
marketing impressions
Internal stakeholders
Marketing
Customer
service
Communication
Revenue &
pricing
Product
development
Sales
4
Finnair Plus
Marketing team
... support Finnair’s commercial objectives
with marketing activities
... is responsible for Finnair brand look &
feel, tone of voice
5
Case study – A350 XWB new airbraft launch
Brief:
First European launch
Multiple Product features for
comfort & sustainability
Launch schedule SHA, PEK,
BKK, HKG, SIN
Low season start in October
with +30% capacity increase
Big impact on Finnair business, the
biggest investment ever
6
Case study – A350 XWB new airbraft launch
Challenge:
People want to see places and go to destinations,
which aircraft they fly with, is secondary.
7
1. Mark the new Era of Finnair to home market
audience
OBJECTIVES of
MARKETING
communications
2. Differentiate Finnair from competition by
staying true to our home , heritage and values
3. Build Finnair’s brand in a consistent manner
Develop and motivate Finnair’s
price premium (against LCC:s)
4. Create Finnair brand awareness and penetrate
the target group´s consideration list
Focus markets
Finland
Scandinavia
Northern
Europe
China
Marketing concept
10
A350 has many elements which can be derivied from Finnish
Nature. We wanted to go back to our national heritate and
showcase what we are really proud of.
Marketing Channels
11
Online media
branding
Online media
Tactical
Launch Event
Helsinki Airport
Shanghai Arrival
ceremony
Shanghal
Corporate & VIP
event
Airport
advertising
Newspapers
Social media
channels China
Finnair website
Finnair plus
communication
City centre
outdoor
advertising
Airline industry
magazines
Social media
channels Global
Sales support
material
Finnair
application
Search engines
Trade
magazines
Aggrecators/
Meta
Internal staff
communication
Bluewings
Magazine
Any questions?
12
Key Message -The shortcut between Europe
and Asia
Flying via Helsinki means
the geographically shortest
route, between Europe and
North-East Asia
We fly to 15 destinations in
Asia and over 60 cities in
Europe
As a part of oneWorld
alliance Finnair offers over
900 destinations
13
Finnair USP’s
Heritage
Eco-smart
Youngest Fleet in Europe
Smooth
connection
Helsinki-Vantaa Airport
35min connection time
14
93 years anniversary
Safety
Safety
Operational excellence
Operational excellence
Design Service concept
Targeting
0,3%