Would you spend 30 days in the Helsinki airport for the
chance to win a trip to “Magical Lapland”? That’s exactly what Chinese
influencer, Ryan Zhu, is competing for this month in TBWA’s aptly named #LifeInHEL campaign. This game show/reality TV/social media event will feature Zhu
overcoming daily challenges, competing for rewards and learning about Finnish
culture — all while living in the airport — with an open ticket home he can use
any time.
Designed to dramatize the fact that the Helsinki airport has
been rated best in the world, parent company Finavia hopes to attract more
travelers between Europe and Asia with this promotion. Zhu’s experiences will
be broadcast online daily. Will he weather all 624 hours waiting to board his
flight home? Tune in to find out.
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