Soothing Finnish sounds to guide Finnair customers throughout their journey | News
As part of Finnair’s new strategy, published in November, Finnair has also revamped its brand strategy. And at the heart of the renewed brand is the Finnishness of the airline, which is also increasingly visible in the customer experience, including the Finnair soundscape.
Fourth-generation Finnish musician and composer Lauri Porra – the great-grandson of Finnish composer Jean Sibelius – has composed a new music album called Matkantekijä (Traveller), which captures the Finnish spirit and the spirit of travel. From the end of February, this music will be heard on Finnair’s aircraft and lounges, as well as at marketing and customer service touchpoints.
“Finnair has been giving wings to the Finnish people, businesses and culture for 102 years, and Finnishness has always been an essential part of us. It is a meaningful role that evokes emotions both for Finnair and for our customers,” said Simon Large, Chief Customer Officer of Finnair. “We believe that Finnishness is also a differentiating factor for us.”
Finnair’s refreshed brand will be visible to UK and Irish customers in phases, both through digital channels and on board. The majority of international tourists traveling to Finland arrive on Finnair flights.
“Finnish ‘happiness’ arouses interest around the world. We want to make Finns proud and make 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,” said Large.
Hear the Finnish happiness
The music album Matkantekijä, composed by Lauri Porra, consists of the main work and some shorter pieces, and includes new boarding music for Finnair flights. The new music becomes part of the entire customer journey, from marketing to customer service.
The music that Porra composed for Finnair is inspired by the emotions evoked by travel and the composer’s own travel experiences, and of course by the Finnish character.
“I have been composing music for myself for a long time, especially for travel, and it is inspired by Finnish nature and Finnishness,” Porra said.
Finnishness comes through in the simplicity of the music. In addition, traditional Finnish instruments are used in the composition, such as “jouhikko”, string lyre, and “kantele”, Finnish zither.
“I wanted to leave as much room as possible for the listener’s own interpretations. I think music is like a blank slate on which everyone can build their own adventure that is about to begin,” Porra said.
Porra is known as a versatile musician and frequently collaborates with representatives of different styles and disciplines. 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 are on vacation or on an important business trip, I hope the music accompanies you on your journey and creates a peaceful space to tune into your adventure ahead.”
The new music will be rolled out in phases on all Finnair aircraft and can be heard on the first aircraft from February 27. The music will also be released on Spotify and other streaming platforms on February 27.
