The #LIFEINHEL campaign follows Chinese Ryan Zhu’s 30-day stay at Helsinki Airport in short daily videos.
Inspired by the Tom Hanks film The Terminal, Zhu lived in the Helsinki Airport gate area, and his life there was showcased on the lifeinhel.tv website and on Finavia’s social media channels in both English and Chinese.
“We compete in international airport business, so it is important for us to set ourselves apart from others,” says Katja Siberg, Finavia’s senior vice president of marketing and communications. “#LIFEINHEL offered an excellent tool for this by being a globally unique campaign that interested people all over the world.”
“For us, #LIFEINHEL is also a window into what Helsinki Airport looks like for an international transfer passenger,” Siberg continues. “It will help us develop airport operations, services and facilities further.”
Helsinki Airport is currently undergoing a development programme worth one billion euros, and it was recently voted as the best airport in Northern Europe by passengers.
The #LIFEINHEL campaign was executed on behalf of Finavia by TBWA\Helsinki, Dagmar and KLOK Creative Agency, and also Edelman Public Relations and WE Red Bridge.