The challenge:The year 2009 had been one of the most difficult on record for the aviation industry. Financial difficulties, mergers, acquisitions and natural phenomena had challenged the entire industry. To strengthen Finnair’s position on its strategic routes, the airline needed to raise brand awareness and position itself as the choice of the quality-conscious traveller.The solution:Finnair recruited four Quality Hunters to travel the world, sharing their findings on quality through their blogs on the Rethink Quality web site. High profile guest bloggers contributed their views, and thousands of followers commented on the blogs, participated in the polls and spread the conversation to Facebook and Twitter. The campaign’s look and feel was bolstered by an online advertising campaign employing both traditional and RSS-driven banners to which content was channelled directly from the Rethink Quality site. Enormous media attention was generated globally.The resultsOver 5,200 applications were received for the position of Quality Hunter. Over 570,000 people visited the web site from 189 countries. 630 press hits in Finnair’s strategic markets were generated. A wealth of information was created to inform future developments in Finnair’s service offering.

September • The Rethink Quality site is launched.• The search for four Quality Hunters is launched through media activation in 20 countries.

• High profile guest bloggers such as author Alain de Botton, designer Eero Aarnio and chef Eric Ripert share their insights on quality.• Over 5,200 applicants from over 90 countries apply for the position of Quality Hunter, from which four are selected.October/November• The Quality Hunters started travelling on the 4th October, blogging frequently about their experiences in 50 cities across 23 countries.• On the Rethink Quality site, thousands of followers comment on the blogs, participate in the polls and the discussion continues to Facebook and Twitter. December • The Quality Hunters complete their itineraries.• Because of a Finnish Cabin Crew Union strike, the campaign’s original plan was modified slightly: the Quality Hunters returned to Finland two days earlier than planned.

More than 5,200 applicants from around the world applied to become a Finnair Quality Hunter (thus, the goal of receiving 1,000 applications was surpassed by far). In total, the Rethink Quality website was visited by 571,803 readers from 189 countries (also surpassing the aim of 500,000). Hundreds shared their opinions on quality in travel on the site and in related discussions in social media.

Media coverage on the Rethink Quality campaign totalled at least 630 media hits from over 20 countries (here too the objective, 600, was achieved), not including those in countries outside the PR network. Together, these amounted to an approximate print, online and broadcast media circulation with an equivalent advertising value (EAV) of at least EUR 591,940.All the information gathered during the campaign period has been recorded and will be used to inform developments in Finnair’s service offering.