While some airlines align themselves with more traditional home-grown businesses and icons (finance, manufacturing, sporting teams), Finnair has tapped into the global phenomenon that is Angry Birds.
Spearheading the airline's push to develop its Europe-Asia routes, Finnair is working with the country's Rovio gaming company to make the Angry Birds the figureheads of its attempt to double the number of flights by 2020.
Angry Birds is the eye-wateringly successful mobile-based gaming app which has now clocked up 350 million downloads since its launch in December 2009 on the iPhone, extending to other devices and a string of spin-off games.
The game is extremely simple to play: players use a slingshot to launch cartoon birds at pigs sitting on various buildings and structures. Score points, share results, move on to increasingly difficult levels - a classic and easy-to-follow strategy, and unnervingly addictive (even for adults!).
The collaboration between Rovio and Finnair has a number of elements, such as an Angry Birds branded Airbus A340 aircraft as well as a in-flight competition last week to find the best player on new levels of the game specially designed for the flight.
Real life Angry Birds are also taking part in what the airline is calling a "joining of wings", with a Rovio official chirping in: "Although the Angry Birds have already flown almost everywhere in the world, the trip to Singapore will be the birds’ longest continuous flight to date."
In short, Finnair and Rovio appear to be having a lot of fun with the initiative.
Here is a clip: