06.12.2011Aurinko Matkat, a subsidiary of Finnair – the leader of tourism business in Finland. In the process of development the company absorbed the second largest Finnish tour operator and realized the rebranding during the summer 2011: the name was reduced to Aurinko, there was conducted a redesign of visual brand attributes. Aurinko in Finnish means "the sun". Developing presence in international markets, Aurinko purchases a well-known St. Petersburg company "Calypso – World Travel", and goes to the Russian market in the autumn of 2011. The advertising campaign is designed to acquaint the Russian consumer with the character and values of the brand Aurinko, as well as to ensure its awareness among the target audience. The idea of an advertising campaign: "Resting with Aurinko, you will meet the European quality of services, which needs no translation". In the mock-ups, it was embodied in a series of lines, which use simple English words, related to quality and service – as an illustration of the European level of service of tour operator. The proposed solution along with the slogan "We understand Russian, working Europeanly", helped to create a clear message, stands out from the rest of the market participants.