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Finnair is the national airline of Finland and also holds the title of “Official Airline for Santa Claus”. This self-mailer has several variable data points within the text plus four call-to-actions for the recipient to login to their unique web address to get the complete story and view the travel packages. The landing page for this promotion makes use of existing Flash videos of past and current TV ads for Finnair – please take the time to view these as they are high-quality European productions plus they are very cool and lots of fun. www.visitsantaland.net/johnsample Finnair did a test mailing in the New York area promoting special fares to Finland with a visit to Rovaniemi where Santa Claus actually lives. The mailing was to a select group of 11,000 high-net worth households with children (ages 5-10) residing in Manhattan, Nassau and Westchester, NY, counties. Finnair has daily flights in and out of Kennedy Airport so logistics and proximity played a major role in this promotion. 600% percent increase in traffic.