Finnair has refreshed its brand strategy with a stronger focus on Finnish identity, introducing a new onboard soundscape composed by Lauri Porra. The music, inspired by Finnish nature and travel, will be featured across aircraft, lounges and digital channels, enhancing the customer journey and reinforcing Finnair’s cultural differentiation. (Image: Finnair)
Finnair25 February 2026
As part of its updated strategy announced in November, Finnair has unveiled a refreshed brand direction rooted firmly in its Finnish heritage. Central to this renewed identity is an enhanced customer experience that brings Finnish culture to life — including a newly commissioned musical soundscape that will accompany travelers throughout their journey.
At the heart of this initiative is Matkantekijä (“Traveller”), a new musical ensemble composed by fourth-generation Finnish musician Lauri Porra, the great-grandson of legendary composer Jean Sibelius. Beginning at the end of February, Porra’s compositions will be introduced across Finnair aircraft, lounges, marketing channels and customer service touchpoints, creating a cohesive auditory experience from booking to arrival.
“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,” says Simon Large, Finnair’s Chief Customer Officer. “We believe that Finnishness also serves as a differentiating factor for us.”
The renewed brand will be introduced gradually across digital platforms and onboard environments. With the majority of international visitors to Finland arriving on Finnair flights, the airline sees itself as both a transport provider and a cultural ambassador.
“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 adds.
A Musical Reflection Of Finnish Nature And Travel
The Matkantekijä ensemble consists of a central orchestral work and several shorter compositions, including new boarding music for Finnair flights. The music is inspired by the emotional landscape of travel, Porra’s own journeys and the essence of Finnish identity.
“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 explains.
The compositions reflect a distinctly Nordic minimalism, characterized by simplicity and space. Traditional Finnish instruments — including the jouhikko (a bowed lyre) and the kantele (a traditional Finnish zither) — are woven into the score, adding authenticity and cultural texture.
“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 says.
A versatile artist known for collaborations across genres — including his role in the Finnish metal band Stratovarius — Porra describes composing for Finnair as a lifelong ambition.
“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.”
Source: Finnair
Rolling Out Across The Fleet
The new soundscape will be introduced progressively across the Finnair fleet, with the first aircraft featuring the music from 27 February. The compositions will also be released simultaneously on Spotify and other streaming platforms, extending the experience beyond the airport and aircraft cabin.
Through this initiative, Finnair reinforces its positioning as more than a network carrier connecting Asia, North America and Europe. By embedding Finnish culture into the sensory experience of travel, the airline aims to strengthen emotional engagement and differentiate itself in an increasingly competitive global aviation market.
Rooted in safety, reliability and a distinctly Finnish warmth, Finnair’s renewed brand signals a confident embrace of national identity — one that travelers will now not only see, but hear.
Source: GLO / Finnair
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