Feel Finnair In July, Finnair turned over its Instagram feed over to staff members, allowing them to take over the account and post destination content. Finnair has been periodically running these since fifth month long takeover since then. Finnair tells us that in addition to these month long take-overs, the airline regularly stages shorter employee takeovers. Examples of the July take-over included Pajaree aka Pajis, a Thai-Finnish cabin crew member who showcased her top three destinations for the benefit of airline’s Instagram followers. Over the following days, she then posted about Lisbon, Osaka, and Bangkok. She was followed by St Petersburg (Russia) based client manager, Yaroslava Belyaeva, who shared St Petersburg travel tips. Finnair says that it regularly advertises the take-overs via employee social network Yammer. This year there were more than 50 staff members who wanted to take part. The communications team then selected ones who reflected different roles, destinations and nationalities, with the aim of showing as much of Finnair as possible. We wondered whether the employees doing the take-over had to submit posts for approval through a third party system and the answer is they do not.
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Airline Marketing Monthly | August 2019
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