Finavia's and Finnair's Match Made in HEL – The Runway campaign has put international fashion people into motion. Taking place May 24 at Finavia's Helsinki Airport runway 2, the one-of-a-kind fashion show allures some hundred fashion editors, bloggers and other fashion influencers to Helsinki from all around the world.
- We are very happy and positively surprised about the amount of interest Match Made in HEL has received among fashion professionals around the world. It's not every day we have this big and powerful group of fashion media and influencers at once in Finland, says Katja Siberg, Vice President, Marketing and Business Development at Finavia.
"It's not every day we have this big and powerful group of fashion media and influencers at once in Finland."
Media representatives arrive to Helsinki Airport from, among others, China, Japan, Korea, USA, UK, Germany, France and the Nordic countries.
The "big bang" to Finland's image
Fashion show guests arrive to Finland via Helsinki Airport mainly starting from 23 May. In addition to the Match Made in HEL - The Runway Fashion Show itself, guests get to know Finavia and Finnair, visit Marimekko, stroll around Helsinki with Visit Helsinki and get familiar with Helsinki's culinary culture.
The guests also get acquaintanced with Finnish fashion at Näytös 16, the annual student fashion show by the Aalto University School of Arts, Design and Architecture.
- Match Made in HEL is a perfect time to introduce our guests not only to Helsinki Airport and our excellent flight connections, but also to Finland at large – Finland as a travel destination, Finnish fashion and culture and Helsinki as an urban city destination. We are happy about the smooth cooperation with all our partners, Siberg says.
Siberg describes the Match Made in HEL as some sort of a ”big bang” of Finland's image.
- We now have a chance to charm the international fashion media and opinion leaders rarely visiting Finland with our fashion show and also with Finland. We want our guests to remember the unique fashion show at Helsinki Airport runway, but also the clean, beautiful and interesting Finland and friendly Finns, she says.
Match Made in HEL is a joint campaign by Finavia ja Finnair. It aims to promote the awareness of Helsinki Airport and Finnair globally and present the smooth connections between Europe and Asia.