It’s no secret that China’s outbound travelers are the largest and fastest growing segment sought after globally. Competition from airlines and airports to help them get on their way is fierce. Helsinki Airport, despite being awarded the Best Airport in the World 2017 by Travellink, only received a small number of Chinese travelers. Our brief – put Helsinki Airport on the map of the most desirable hub airports.

To get this little known airport noticed, we knew we would have to think big. Our response was to challenge a Chinese influencer to live at Helsinki Airport for a whole month to show what #LIFEINHEL was like. Livestreaming and filming every experience and interaction to broadcast back in China, the mission was to prove how comfortable and efficient Helsinki Airport is, particularly for Chinese travelers.

Ryan Zhu was selected for his infectious energy and, being a disciplined actor, he came alive in front of the camera. Over the course of a month over 500 hours of footage was filmed, including livestreaming. Though our budget was small, with no media spend, we made a big impact for the little known airport and the airport signed



It’s all in the numbers.

2.4B+

GLOBAL REACH
  81.7% IN CHINA

$19.6M+

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13.8M

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