As part of Finnair’s new strategy, published in November, Finnair has also renewed its brand strategy, with soothing Finnish music.
And at the core of the renewed brand is the airline’s Finnishness, which is also increasingly visible in customer experience, including the Finnair soundscape.
FINNAIR SHOWCASES BRAND WITH FINNISH MUSIC
Fourth-generation Finnish musician and composer Lauri Porra – the great grandson of Finnish composer Jean Sibelius – has composed a new music ensemble called Matkantekijä (Traveller), which depicts the Finnish mindscape and the atmosphere of travel.
“Finnair has given wings to Finnish people, companies and culture for 102 years, and Finnishness has always been an essential part of us. It is a meaningful role that evokes emotions both within Finnair as well as among our customers,” said Simon Large, Finnair’s Chief Customer Officer.
DIFFERENTIATING THE BRAND THROUGH MUSIC
From the end of February, the music debuted on Finnair’s planes, lounges, as well as in marketing and customer service touchpoints.
“We believe that Finnishness also serves as a differentiating factor for us.” Large said.
Finnair’s renewed brand will be visible to customers in stages, both in digital channels and onboard. The majority of international tourists travelling to Finland come to Finland on Finnair flights.
“Finnish “happiness” raises interest around the world. We want to make Finns proud and the world curious about our culture. Finnair flights are a small glimpse into Finnishness – and safety, reliability and our unique Finnish warmth are the cornerstones of both Finland and Finnair,” Large said.
THE SOUND OF HAPPINESS
The Matkantekijä ensemble, composed by Lauri Porra, consists of the main work and several shorter pieces, and includes, among other things, new boarding music for Finnair flights.
The music composed by Porra for Finnair has been inspired by the emotions evoked by travelling and the composer’s own travel experiences, and of course, Finnishness.
“I have been composing music for myself for a long time, especially for travel, and it has been inspired by Finnish nature and Finnishness,” Porra said.
Finnishness comes out in the simplicity of the music. In addition, traditional Finnish instruments such as “jouhikko”, bowed lyre, and “kantele”, Finnish zither, have been used in the composition.
“I wanted to leave as much room as possible for the listener’s own interpretations. I think that music is like a blank slate on which everyone can build their own adventure that is about to begin,” Porra said.
Known as a versatile musician, Porra collaborates extensively with representatives of different styles and fields. He also plays in the Finnish metal band Stratovarius. Composing music for Finnair was his lifelong dream.
“This music is dedicated to all travelers – whether you’re going on holiday or on an important business trip, I hope the music accompanies you on your journey and creates a peaceful space to tune in to your upcoming adventure.”
The new music will be rolled out on all Finnair aircraft in stages and was heard on the first aircraft on 27 February. The music was also released on Spotify and other streaming platforms on 27 February.
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