The Finish national carrier Finnair flies to six destinations in Germany. Its strategy focuses on transporting passengers between Europe (Germany) and Asia via its hub in Helsinki. Due to Helsinki’s geographical position Finnair can offer its guests the shortest way to Asia. This advantage needs to be communicated Finnair costumers, above all to business travelers.
In Germany the national carrier dominates the airline market. Therefore, other airlines try to focus on their profiles. To boost public awareness, Finnair was looking for an unique characteristic. The aim was to find a “German face” which symbolizes for the costumer a “bridge” between the local market, Finland and Asia. The football legend and world champion Pierre Littbarski was an ideal cast due to his personal background and biography. He is still well known for his football carrier in Germany. Moreover, in Japan Littbarski is one of the best-known Germans due to his carrier as coach. He lives in both countries.