Finnair - On the radar

Client: Finnair

01 | Challenge

Finnair is one of the world’s oldest operating airlines, celebrating its centennial in 2023. Finnair is specialised in connecting passenger and cargo traffic between Europe, Asia and North America. The airline currently has three routes from Denmark: Copenhagen-Helsinki, Copenhagen-Doha and Billund-Helsinki during the summer.

As a foreign airline in Denmark, Finnair’s challenge has been a lack of knowledge of the airline and its services among the Danes and a lack of strategic positioning of the airline in the Danish media landscape. Therefore, Finnair wanted to strengthen its position on the Danish market with strategic PR activities, to increase the awareness of the services among the Danish people and secure a larger “Share of Voice” in the media.

02 | Solution

The solution for Finnair has been to implement proactive and reactive contact with media and press. In addition to the press office, EHRENBERG SØRENSEN Kommunikation provides strategic advice and general support when it comes to external communication, as well as planning and executing a wide range of communication activities, including press releases, media pitches, press trips and other PR activities.

The broad PR solution secures a constant exposure of Finnair in the Danish media landscape – both within aviation & travel media, business media as well as in regional/local and national media.

Over the years, we have worked with an offensive media strategy that ensures a strong network of important media and journalists.

03 | Result

Throughout the year, we adapt several press releases to the Danish market, create press releases specifically for the Danish market, coordinate tests of new routes with trade media and press trips resulting in extensive travel articles in newspapers such as Berlingske (145,000 readers), Børsen (101,000 readers) and Politiken (225,000 readers) – and magazines such as Femina and Søndag. 

These trips result in larger features about Finnair's services and destinations, providing inspiration to Danes, whereas the press releases create a continuous flow of media exposure.

The broad coverage in the media landscape secures a larger share and more visibility of Finnair-related topics in the media. This results in a stronger position on the Danish market and an increased awareness of Finnair’s services among the Danes.

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70