As our first post of the month featured an unusual route between easternmost Europe and China, this item which has been in our filebox for a few years seems most relevant. Finnair has over the last decade remade itself as a premier airline between Europe and Asia, especially China, avoiding competing on the trans-Atlantic competition, where its northeasternmost position was a disadvantage, and playing up the strength of Helsinki's near-polar location the long-haul routes follow flow across the continent efficiently.
Finnair has had a lot of success with this strategy, even profiting from some of the world's more random long-haul routings from what is essentially a very small airport at Vantaa to cities such as Nagoya and Chongqing, which was the newest destination on this map. Since this magazine advert, Finnair has expanded into China further, reintroducing Guangzhou and adding Xi'an, as well as serve to Ho Chi Minh City, although Hanoi was less successful. Much of this service is also apparently seasonal.
This advert's smooth whites and greys almost feel polar, positioning the globe in such a way that the 11 trans-Asian routes flow over its curvature. Its unclear exactly what the European routes are, as they are not labeled, but the concept of Helsinki as a transit hub is made quite clear. A single line tucks behind the planet, indicate Finnair's few North American routes, which currently consist of New York and Miami and seasonal service to Chicago, but will soon include San Francisco. Boston, Ft. Lauderdale, Seattle, Toronto and Montreal are among those cities that didn't work out.