On Monday, Tallinners woke up to see nearly all billboards in the city covered with their own travel photos. The pictures were placed in the neighborhoods of the travelers, resulting in many delightful surprises as they commuted to work.
“Helsinki Airport has a great route network and it’s easily accessible from Tallinn either by a connecting flight or a ferry. We want our Estonian neighbors to know that Helsinki Airport is also their second home airport when they’re thinking of traveling to a certain destination. The Instagram users have been asked permission and have voluntarily agreed to take part in the Tallinn Holiday Album”, says Anna Tuomi, Head of Marketing for Finavia, the operator of Helsinki Airport.
Famous for its smooth transfers, Helsinki Airport wanted to disrupt conventional travel marketing imagery. "Our travelers are real people with real experiences: we wanted our marketing to reflect that", continues Tuomi.
The campaign has been received overwhelmingly well, and there are already multiple positive conversations on social media. The campaign is live from the 30th of September to 30th of November in Tallinn. If you live in Estonia, you can still get your picture on one of the outdoor ads by tagging #tallinnareisialbum on your Instagram picture.