Finnair strengthens its Finnish identity across the customer journey

New soundscape designed to immerse travelers in Finnish atmosphere before arrival 

As part of its renewed brand strategy, Finnair is placing Finnish identity even more firmly at the centre of its customer experience. Beyond visual updates, the airline is now introducing a dedicated soundscape that will accompany passengers throughout their journey. From the end of February, newly composed music will be heard onboard, in lounges, and across selected customer touchpoints.

Sound as a strategic brand element

Finnair commissioned Finnish composer Lauri Porra to create the album Matkantekijä (“Traveler”), specifically designed for the airline. The music reflects the emotional landscape of travel while drawing inspiration from Finnish nature and cultural heritage. Traditional instruments such as the kantele and jouhikko are incorporated into the compositions. The overall tone remains minimalistic and atmospheric, leaving space for personal interpretation. With this initiative, Finnair expands its brand identity beyond visual design into the sensory realm.

Differentiation through cultural identity

According to the airline, Finnishness has been part of Finnair’s DNA for more than a century. In an increasingly competitive aviation market, this cultural identity is seen as a key differentiating factor. The new sound concept will be gradually introduced across the fleet and will also be available on streaming platforms.

It reflects a broader industry trend: destination branding begins before arrival. The airline experience becomes part of the narrative, shaping how travelers emotionally connect with Finland even before landing.

More on Finnair.

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