How to promote the launch of an airline route through Public Relations?

Objective

TV report on the launch of the direct route between Paris (CDG) and Kittila (KTT) in Finnish Lapland by Finnair

Approach

Among several public relations activations launched to promote the new direct route between CDG and KTT. The agency has established a partnership with ” LA QUOTIDIENNE”, a primetime television program to promote direct air services and the destination

Results

2 TV REPORTAGES
+ 1 200 000 LIVE TV VIEWERS + REPLAYS
1 LIVE CONTEST WITH 6 899 ENTRANTS AND
+2 MILLION TV VIEWERS FOR ONE WEEK
(2 FREE TICKETS OFFERED BY FINNAIR)

ROI = 90 000 €