The Future of Travel 7th UNWTO International Meeting on Silk Road Tourism Silk Road Economic Belt, Xi an 19.06.2015 Finnair, Hubertus Hessel
Finnair is the world 6 th oldest airline 芬兰航空的运营历史在全世界排第六 Finnair, established in 1923, operates the world s northernmost airline hub Finnair flies from 15 destinations in Asia to over 60 destinations in Europe Skytrax **** - Best Airline in Northern Europe 2010-2014 and 2015 Finnair was nominated Europe s most punctual airline (90.58% in 2014) 1st Western European airline flying nonstop to Beijing (since 1988) 1st European airline flying nonstop to Xi an (since 2013) In October 2015, the 65th anniversary of the establishment of diplomatic relations between Finland and China will be celebrated.
Serving > 60 DESTINATIONS IN EUROPE 在欧洲有 60 多个目的地 Helsinki is the first European city and a natural stopover airport when flying from Asia to Europe Reykjavik Tromsö Bergen Oslo St.Petersburg Stockholm Norrköping Tallinn Tartu Dublin Gothenburg Riga Manchester Copenhagen Vilnius Hamburg London Amsterdam Warsaw Berlin Brussels Krakow Düsseldorf Prague Paris Frankfurt Ekaterinburg Moscow Nizhny Novgorod Kazan Samara Madrid Biarritz Barcelona Nice Zurich Geneva Munich Innsbruck Vienna Venice Ljubljana Milan Dubrovnik Pisa Split Rome Budapest Madeira Málaga Palma de Mallorca Naples Canary Islands Malta Catania Athens Hania Ko s Dalama n Antalya Alanya Rhode s Larnaca Paphos Heraklion
Fly the shortcut from Asia to Europe 从亚洲到欧洲的快捷通道
Our nordic experience stands for quality, reliability, creativity, design, approachable. Inspired by pure nature. 芬兰航空为您提供北欧体验 : 高品质 可靠性 创意性 设计感 亲和力 一切源于自然 5
DIGITAL FINNAIR 数字时代的芬兰航空
New consumer trends drive our product development 最新消费趋势推动产品设计
The new business traveller s needs 商务旅客的新需求 I like travelling I take care of My company s money I value personal efficiency I struggle with work / life balance I like D.I.Y tools I want to be more with my family I know time is money I demand personal service I would like to be more sustainable I use new tech I would like to be successful I m online, always I value my social currency I take care of my body and mind I like to combine business and pleasure I want to look smart.
Service Experience Lifecyle 服务体验周期 The Finnair service experience lifecycle is a continuum. The customer is considered to be always in some phase of the service experience lifecycle. Customer goals and needs differ at different phases... therefore the service offering should be also matched with these phase specific needs.
Service Experience Vision 服务体验愿景 Being with People Every Step of the Way By offering personal and contextual services This shall make Finnair the traveller s advisor throughout the travel experience.
Modelling an omnichannel service experience 塑造全方位服务体验 BOOK DEPART FLY BUSINESS CLASS Quality Believers YOUR BOOKING ORDER TAXI CHECK IN EXTRA BAG BOOK NEXT FLIGHT ECONOMY CLASS Aspirationals YOUR BOOKING BUY INSURANCE CHECK IN UPGRADE BUY CITY TOUR PERSONAL RELEVANT
Great experiences with smart applications enabled by big data 智能应用程序带来美好体验 通过大数据实现
Consumer trends and social media 消费趋势与社交媒体
Creating engagement and service ideas 提高参与度与服务创新
Creating engagement in social media 提高社交媒体参与度
Extended marketing reach through earned media 通过媒体扩展营销范围
Assets Pre-rolls Trailer Hero Invitation Video World s fastest transfer Golden ticket Making-of Tricks compilation Audi o Images Image bank Press releases Out of hom e Match Made in HEL Social Media SoMe posts Online Fact sheets Q&A Event Airport event MMiH.com Online media Blue Wings Print Okay Word of Mout h Video banners Produced assets PR assets (used in all channels)
Finnair YouTube Finnair Youku Owned Payed Seeding MMiH YouTube YouTube Pre-rolls Earne d Pre-rolls Trailer Hero Payed Various Arto Saari Various online & skateboarders influencesrs online influencesrs Instagrams Earne d Invitation Golden ticket Video Tricks compilation World s fastest transfer Making- of Audi o Earne d Finnair Instagram Owned Finavia Instagram Images Image bank Press releases Out of hom e Payed SoMe promoted posts Social Media SoMe posts Online Match Made in HEL Fact Q&A sheets Event Airport event Finavia Owned Finnair Earne d MMiH.com Online media Video banners Blue Wings Print Okay Earne d Word of Mout h Blue Wings Payed Finavia Owned Display ads Owned Finnair Okay PR assets (used in all channels) Produced assets Seeding channel or media
Finnair YouTube Finnair Youku Owned Payed Outcome MMiH YouTube YouTube Pre-rolls Earned Pre-rolls Trailer Hero Earned Earned Payed Invitation Video World s fastest transfer Various Arto Saari Various online & skateboarders influencesrs online influencesrs Instagrams Earne d Golden ticket Making-of Tricks compilation Audi o Finnair Instagram Owned Finavia Instagram Images Image bank Press releases Out of home Airport Payed SoMe promoted posts Social Media SoMe posts Online Match Made in HEL Fact Q&A sheets Event Airport event Finavia Owned Finnair MMiH.com Online media Blue Wings Print Okay Word of Mouth Earned Video banners Blue Wings Payed Display ads Finavia Owned Owned Okay Earned Finnair PR assets (used in all channels) Earned Produced assets Size = Eyeballs Seeding channel or media
Reaching unexpected audience 意想不到的宣传效果
www.visitfinland.com/zh 图片来自芬兰旅游局中文官网芬兰 : 极光之国 Thank you 谢谢! THANK YOU