An increasing number of airlines now
This has involved Chinese celebrity chef
promote their home country / city as a
Steven Liu taking part in a number of
place to take a short break, rather than
stunts and marketing promotions, for
just somewhere to change flights.
example this one where he teamed up
Examples include Icelandair, which has been promoting Iceland stopovers for years (see our June 2018 issue for the air-
in the Forests outside Helsinki in between flights.
line’s World Cup / Iceland football team
Now Finnair has broadened out its
themed stopovers), Qatar Airways, Eti-
Finland-destination marketing efforts
had (see our coverage of the airline’s 48
through the launch of a new online trav-
hour stopover challenge), TAP Portugal,
el platform, called Now/here.
and of course Finnair.
7.
with a Finnish Chef to prepare a dinner
The Now/here (or ‘Nowhere’) website
Finnair has been particularly active in
opens up with a video telling people that
targeting Chinese travellers who use
if you want to find ‘busy and bustling
HEL as a bridge between the Far East
megacities’ (cue a picture of Dubai) or
and Europe / North America.
‘monumental wonders’ (image of the
Airline Marketing Monthly | August 2019
Images courtesy of Finnair
Finnair - Now / Here
