Finnair has commissioned a new soundtrack by Finnish composer Lauri Porra that will play across aircraft, lounges and digital channels. Jenny Southan report

Finnair is introducing new Finnish music across its customer journey as part of a renewed brand strategy centred on its national identity. From February 27, passengers will hear a new composition titled Matkantekijä (Traveller) onboard flights, in lounges and across marketing and customer service channels.

The music has been created by Finnish composer Lauri Porra, a fourth-generation musician and the great grandson of Jean Sibelius. Porra has written an ensemble that aims to reflect what the airline describes as the “Finnish mindscape” and the atmosphere of travel. The work includes a main composition as well as several shorter pieces, including new boarding music for Finnair flights.

The launch forms part of Finnair’s wider brand renewal, first published in November, which places greater emphasis on Finnish culture. The airline says this focus will become increasingly visible to customers in the UK and Ireland in stages, both online and onboard.

Simon Large, chief customer officer at Finnair, says: “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.”

Finnair says most international tourists travelling to Finland arrive on its flights, positioning the airline as an introduction to the country. Large adds: “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 says he drew on his own travel experiences and on Finland’s natural environment when composing the new Finnish music. “I have been composing music for myself for a long time, especially for travel, and it has been inspired by Finnish nature and Finnishness,” he says.

The composition uses traditional Finnish instruments including the jouhikko, a bowed lyre, and the kantele, a type of zither. According to Porra, simplicity is central to the sound. “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,” he says. (Watch the behind-the-scenes video here.)

Porra is known for working across different musical styles and also plays in the Finnish metal band Stratovarius. He describes composing for the airline as a long-held 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,” he says.

The new Finnish music will be introduced gradually across Finnair’s fleet, with the first aircraft featuring the updated sound from February 27. The full ensemble will also be released on Spotify and other streaming platforms on the same date, extending the Finnair soundscape beyond the airport and aircraft cabin.

For travel brands, the move reflects a broader focus on sensory branding, where sound is used to create a consistent and recognisable experience across multiple touchpoints. In this case, Finnair is using new Finnish music to reinforce its national identity and differentiate itself in a competitive market.