Two Effie Awards for Finnair
Friday 5, November 2010
In the Effie Awards Finland competition, Finnair's Local Heroes Manchester campaign has won a Golden Effie in the foreign target group category and a Silver Effie in the travel category.
In the campaign, local opinion-formers who travel for their work help market Finnair's Asian routes to other Manchester business passengers. The jury characterised the campaign as a nearly perfect realisation in terms of its strategic perspective.
The basis for the idea of the Local Heroes Manchester campaign was the wish to increase Finnair's recognition at European destinations. Finnair's competitive advantage is the fastest connections to Asia's largest centres from European cities not served by direct flights.
In the spring 2010 campaign, the marketing message was highlighted via local, well known private individuals and organisations. As Finnair's partners were selected Imram Hakim, a young, innovative entrepreneur oriented towards Asia, and the Royal Northern College of Music, which engages in extensive culture exchange, particularly with China.
"There is real credibility in Manchester's own successful people recommending Finnair as the smart way to travel to Asia. The campaign became a really great example of how it is possible in a new market area to find creative means to increase positive recognition and interest," says Finnair's Vice President Global Marketing Jarkko Konttinen.
According to the jury of the Effie Awards Finland competition, the campaign combines quality realisation with an approach that differs from the usual kind of airline advertising. Although this initial Local Heroes campaign was only a pilot project, the numbers ensured its success. A corresponding marketing concept is currently being initiated in Düsseldorf, Beijing, Shanghai and Hong Kong. In addition to these, great interest is currently begin aroused in Japan by the Mr. Europe marketing campaign, in which Koji Yakusho, one of Japan's best known male actors, plays the key role.
The Effie Awards is one of the world's largest and most respected marketing and communications competitions. In this competition between campaigns, awards are presented for effective marketing communications. This year 51 campaigns entered the competition.
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