Finnair has renewed its brand strategy, which includes a new music composition by fourth-generation Finnish musician and composer Lauri Porra, the great grandson of famous Finnish composer Jean Sibelius.
Porra’s music composition is called Matkantekijä (Traveller) and depicts the Finnish mindscape and the atmosphere of travel. The new music will be rolled out on all Finnair aircraft in stages, starting with the first aircraft from 27 February. The music will also be released on Spotify and other streaming platforms on 27 February.
Simon Large, Finnair’s Chief Customer Officer, said: “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.
“We believe that Finnishness also serves as a differentiating factor for us. 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.”
Porra said: “I have been composing music for myself for a long time, especially for travel, and it has been inspired by Finnish nature and Finnishness. 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.”
