Finnair Marketing Communication Intro Emmi Ters Marketing Manager

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 – A 350 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 – A 350 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 A 350 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 one. World alliance Finnair offers over 900 destinations 13

Finnair USP’s Heritage Eco-smart Youngest Fleet in Europe Smooth connection Helsinki-Vantaa Airport 35 min connection time 14 93 years anniversary Safety Operational excellence Design Service concept

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