Finnair’s Departure 2093: Five Visions of Future Flying took first place in the category Publications at this year’s IPRA Golden World Awards. The joint process of Finnair and Miltton was further strengthened by contributions of PricewaterhouseCoopers and Airbus Industries. The award is one of the worlds most revered in the field.
“One could compare it to the Oscars of the PR sector”, says Finnair’s SVP Corporate Communications Christer Haglund. “It is a great example of how an innovative approach and good stories are in great demand around the world.”
The Departure 2093 concept has been widely successful. It has raised interest in international media, resulting in stories published by the likes of Frankfurter Allgemeine, BBC, Hindustan Times, Korea Times, National Geographic and Wired Magazine. It has also spread around the online world and been used for commercial communications as well.
“What is remarkable is the independence of any particular channel. The story stated out as a book, but has since then spread across all channels and all around the world. It will live on for a long time yet”, says Fredrik Heinonen, Deputy Managing Director at Miltton. “Departure 2093 was a bold move by Finnair. It has been a further interesting case in the relationship between Finnair and Miltton.”
This year’s competition featured 342 entries from 42 countries. The last award for Finland was at the beginning of the 1990’s.
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