The purpose of the collaboration was to build strong brand awareness and preference for Finnair outside of its home market, with a focus on Sweden. By activating diverse, relevant ambassadors throughout the year, we aimed to demonstrate the value of Finnair’s products, promote Finnair Plus loyalty benefits, and inspire travel to key destinations across Asia and the US. The campaign also supported Finnair’s direct sales strategy by encouraging bookings via finnair.com and the Finnair app, while tapping into emerging travel trends like premium airport experiences, food-driven trips, and lesser-known "destination dupes."