According to the terms of the agreement, Estonian Air will remain the official airline of Tallinn 2011 throughout the year.

After the agreement was signed, a Boeing 737-500 bearing the logos of Estonian Air and the Capital of Culture was unveiled which will be making flights on the majority of the non-stop routes operated by Estonian Air within Europe.

Emblazoning the Tallinn 2011 logo on the side of the aircraft was arguably the most complex form of advertising ever undertaken in Estonia.

The plane bearing the logo will service approx. 85,000 passengers per year and carry the message of Tallinn as the European Capital of Culture in 2011 to tens of millions of people.

“Estonian Air’s success depends on how well known Estonia and Tallinn are abroad, which is why working with the Tallinn 2011 Foundation is so important to us,” explained Estonian Air president and chairman of the board Andrus Aljas. “Flying the flag of the Capital of Culture in cities all over Europe is a fantastic way of advertising the country and its capital. It’s bound to make more people aware of and curious about the place!”

The partnership agreement will also see Tallinn 2011 promotional material and mementos being distributed and sold on Estonian Air flights, articles on the Capital of Culture year included in its in-flight magazine, the calendar of events for the year added to the Estonian Air website and the promotion of Estonian Air as the official airline of Tallinn 2011 in official advertising and informational material.

“We’re proud that our first major sponsorship agreement is with our national carrier,” said Jaanus Mutli, a member of the management board of the Tallinn 2011 Foundation. “Our goals are the same in the sense that we’re both looking to promote Estonia and Tallinn and attract tourists from all over the world.” In his welcoming address, Mutli called on other companies and entrepreneurs to step up and support the Capital of Culture project. “This partnership agreement certainly won’t be our last!” he said.