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DESTINATIONS Finland The latest playful campaign has made


a virtue of the airport’s IATA code, “HEL”. “It’s a bit risky, but at the same time a huge opportunity when we get it right,” says Lehtonen.


Radical campaigns


Along with publishing a well-shared blog, Lehtonen highlights bigger creative campaigns such as “Match Made in HEL”, a project to create unique events in the airport. The first took place in 2014 with a skateboard event, and then a fashion show complete with runway catwalk. The campaigns have also transferred


to B2B marketing, with digital advertising and sponsorship on aviation sites presenting the benefits of Helsinki Airport as a fast connection hub between the east and the west.


Alongside these activities Finavia also


serves up more typical service-related content designed to help travellers. Generating ideas for content is split between the marketing team and external partners. “There were some doubts when we


asked if we could have a skateboard day at the terminal and in hangars, and it required lots of work,” he says. “But afterwards people across the organisation kept asking ‘when will you guys do something special again?’” Research by RoutesOnline shows the


approach is working, with Helsinki the top airport for online customer engagement. “Our decisions are based on data, not personal feeling,” says Lehtonen. “We measure all the time to see what is working and what is not, then try to improve and optimise our content based on results we achieve.” This measured approach helps justify the marketing spend: “We can see the return on investment. As long as it is delivering, why not invest in content?” KPIs include reach and the level of engagement. Metrics such as site visits, shares, time spent on the website and the number of video views are monitored using analytics platforms including Google Analytics, Adform, DoubleClick and Meltwater Engage.


Video has played a significant part in Helsinki’s online success. For example, its Snowhow movie, explaining how the airport manages winter weather, has been viewed 1.7 million times on YouTube and was picked up by media outlets including BBC News and TripAdvisor. “Consumers are spending more and


more time on video,” says Lehtonen. “We are putting a lot more effort into video production. We can tell our messages in a more detailed way, share employee stories and market the things we are the best at.”


78 ISSUE 5 ROUTES NEWS 2017 routesonline.com


Promotional events held at Helsinki Airport have included a skateboard day


“From a route development point of view it was important to show that no matter how much snow there is, our operations never stop.” Going forward, website development


will focus on improving personalisation, with more targeted ads from airport retailers, plus the option of pre-booking airport facilities. “We want to be able to offer products online so people can pre-book anything they need and then just arrive at the airport, go to the shop and click and collect, reserve a table at one of our 30-plus restaurants or book a lounge visit.” £


• Luke Bilton, director of digital and content at UBM, will be presenting “Content Marketing for Airline Route Development” on September 25 at 4.15pm at World Routes


Helsinki Airport


Airlines: 50 Destinations


served: 170 in 50 countries Passenger numbers (2016): 17,184,681 Terminals: 2 Runways: 3


Total capacity: 17 million


Landings (2016): 82,154


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