Goals and objectives
Finnlines launched two innovative vessels on the Finland–Sweden route, combining its established freight services with a newly developed cruise experience tailored for Finnish travelers. While freight operations remained unchanged, the cruise component was designed to elevate service standards, offering a luxurious and relaxing journey. The campaign aimed to shift public perception of Finnlines from a utilitarian freight and car ferry operator to a modern, premium cruise provider. By reframing the brand narrative from basic transportation to a holistic travel experience, the campaign sought to attract new customer segments—such as couples, families, and wellness-focused travelers—while honoring the Finnish tradition of meaningful travel experiences.
Surprising Insights
The campaign revealed that Finnish travelers are highly responsive to content that reflects their own experiences and values. The surprising level of emotional engagement—evidenced by extended reading times and thousands of personal applications—underscored a strong desire for relatable, high-quality travel options. Additionally, the success of the episodic content format highlighted an untapped opportunity for serialized storytelling in brand marketing within the Finnish media landscape.