Man to live in HEL for 30 days

Helsinki, HEL, social media, marketing, airport, China, #LIFEINHEL, gary carter, ryan zhou, actor

Helsinki ready for disruptive content marketing campaign
For a disruptive content marketing campaign by Finnish airport operator Finavia, a Chinese actor is preparing to live inside Helsinki Airport for 30 days, to be broadcast on social media.
Finland’s premier hub was named best airport in the world this year by flight compare site Travellink, and to prove it, the actor, TV personality and ‘influencer’ Ryan Zhu will live in a tiny cabin inside the terminal with the airport code HEL.
His adventures will be watched as #LIFEINHEL, starting October 10 – a mix of daily reality TV, game shows and social media. He will go through daily challenges and try to become more familiar with the Finnish way of life.
Gary Carter, co-inventor of the global hit reality TV show Survivor, advised on the development of the concept with the international advertising agency TBWA.
The marketing is designed to prove that Helsinki Airport is not just the best airport in the world but also the fastest connection between Asia and Europe.
“Helsinki Airport is the leading and best-connected long-haul airport in the whole of northern Europe. We are also the forerunner in serving Chinese customers,” explains Katja Siberg, Finavia’s senior vice president of marketing and communications.
“The entire airport personnel is waiting for Ryan Zhu’s arrival. We want to give him an unforgettable experience! The campaign’s feedback will be extremely valuable in making our services even better. We want our influencer to really feel at home at Helsinki Airport.”
TTG Nordic


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