Summary:
- Finnair launches a new soundscape to enhance the passenger journey from booking to landing.
- Composed by Finnish musician Lauri Porra, the Matkantekijä ensemble evokes Finnish culture and travel-inspired emotions.
- The music will feature across Finnair aircraft, lounges, marketing, and customer service touchpoints, reinforcing Finnishness as a core brand differentiator.
As part of its renewed brand strategy, Finnair is launching a new soundscape that travellers will hear from the moment they book their ticket through to landing. At the core of the renewed brand is the airline’s Finnishness, which is also increasingly visible in customer experience, including the Finnair soundscape.
Fourth-generation Finnish musician and composer Lauri Porra has composed a new music ensemble called Matkantekijä (Traveller), which depicts the Finnish mindscape and the atmosphere of travel. This music can now be heard on Finnair’s aircraft, in its lounges, and in marketing and customer service touchpoints.
“Finnair has given wings to Finnish people, companies and culture for 102 years, and Finnishness has always been an essential part of us,” said Finnair Chief Customer Officer Simon Large. “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.”
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 new music will become part of the entire customer journey, from marketing to customer service. 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,” said Porra. “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. This music is dedicated to all travellers – 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.”
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