Finnair has a stopover concept in collaboration with VisitFinland.com. In principle it is a great idea to encourage people to come to visit Finland while they are flying Finnar to other destinations. Main emphasis in the term “in principle”.
As I am traveling to Copenhagen this spring, I thought it would be awesome opportunity to utilize tise stopover concept. Expect the booking system does not work. I have tried to do a booking with different browsers, different computers but essentially it always comes back to the starting point. I doubt that tourists are willing to go through too many hoops to be able to come visit Finland. I at least have some vested interest to go the extra mile. Moment-of-truth for your brand is always.
That’s not all. Below there is aggregator of #visitfinland-hashtag. Some of the updates are dubious to say at least (like the one in right) and give totally different “feel” to Finnair:
Currently there is no hardcore porn aggregated to the site like last weekend, but I still suppose that having #visitfinland combined with #ihaveburningpussy in your brand´s webpage is not necessarily the right brand association you want have:
Or maybe it is and this is just a smart viral stunt to lure more sex tourists to Finland?
Stand-Up Strategy 