We all know that airlines across the globe face limited suppliers and supply chains when it comes to creating passenger experiences. They are increasingly being strained by demand, which is causing delays to airline and product launches the world over. From OEMs to seat manufacturers airlines are battling two fronts. One, the race to offer a premium passenger experience, the other front behind the scenes where airlines are subjected to lengthy delays creating longer roll out times and greater disparity to the passenger experience.
So its no surprise that airlines are looking for alternative ways to stand out from their rivals, but we’re starting to see the grassroots of a new wave of branded experiences, which play to our other senses. In fact, the upgrade to the soft product has been an emerging trend for some time, and we have spoken about the need for airlines to invest in the soft touches further. Especially when the seats, cabins and hard product are increasingly becoming homogenised.
Both China Airlines and future carrier Riyadh Air have launched new sonic and visual brand images that will become a part of the passenger experience.
Sounds of the Middle East
Riyadh Air has released its “Sound of a New Era,” revealing one of the first key guest experience touch points, ahead of its seats, airport and inflight products which are set to be shared in the near future. This sonic identity, composed and orchestrated at the world-famous Abbey Road Studios, is the creation of a talented mix of Saudi and international artists, “designed to tell stories across horizons,” according to the airline.
While for many passengers this will never be more than a catchy background song that will be a subconscious part of the entire experience, the sonic branding process for Riyadh Air was a considered and meticulous journey. Instead of a synthesised creation, the new track was recorded at Abbey Road Studios in London, featuring a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission.
Thirteen musicians from the Saudi National Orchestra played traditional Arabic instruments such as the oud, qanun, and ney, “symbolising the harmonious balance between tradition and modernity.” The collaboration also included the Saudi Orchestra’s first female violinist, highlighting Riyadh Air’s values of innovation, authenticity, and human touch through live instrumentation.
A defining feature of Riyadh Air’s sonic identity is the seamless blend of digital soundscapes with traditional instruments, brought to life through live recording. This fusion reflects Riyadh Air’s dual nature: a brand deeply rooted in Saudi culture yet forward-looking and technologically advanced. Digital textures symbolize innovation and progress, adding depth and complexity to the compositions. When paired with the organic warmth of live traditional instruments and orchestral arrangements, the result is a rich, layered sound that bridges the past and future.
Taiwanese Culture takes flight
Meanwhile China Airlines, a Taiwan-based carrier, has partnered with non-profit organisations, Chi Po-lin Foundation and the Chin-Ai Music, to create a new boarding video that will premiere on all flights in March. The video will showcase the beauty of Formosa from the sky to travellers around the world, along with original music inspired by local Taiwanese culture. Every flight will become an opportunity for China Airlines to communicate its commitment to environmental sustainability and social responsibility.
China Airlines is also trying to get a future-forward message across, focussing on environmental education. The video showcases China Airlines’ pioneering of passenger-carrying flights with Sustainable Aviation Fuel, ECO travel for all passenger and cargo flights, and other sustainability initiatives.
Footage from the renowned documentary Beyond Beauty: Taiwan from Above shot by Po-lin Chi, the greatest aerial photographer of his generation, was incorporated to present the beauty of the mountains, rivers, seas, cities, and people in Taiwan. Not to be outdone by Riyadh Air, the background music for the video was composed by Chin-Ai Music, an orchestra made up of indigenous students from Chin-Ai Tribal Village deep in the Aowanda Forest of Nantou. The song Walking Among the Clouds was performed and mixed by two teachers and 16 orchestra members. The notes not only convey the natural and cultural beauty of Taiwan but also introduce the whole world to the unique sound of the indigenous homeland.
The airline has created a fully holistic approach to its branded boarding videos, with merchandise from the Chi Po-lin Foundation and Chin-Ai Music available for purchase in the airline’s eMall.
Our top tips
Many airlines offer branded boarding and atmospheric music, as well as branded boarding videos, but where should airlines start? Here’s our top tips that airlines should consider:
- We recommend shooting original slow-form content, as it is an emerging trend for brands. This slow-pace content is soothing on boarding and calms passengers after the stresses of the airport.
- Although airlines can get financial support from tourism boards, remember your audience. Showcasing your hub is good if you are a point-to-point carrier, but hub and spoke should look to promote new or profitable routes.
- Find a way to connect boarding content to your IFE library. Don’t just shoot slow-paced content for boarding. With soothing music, these atmospheric videos are a great doorway to ‘zentertainement’ helping passengers drift off to sleep with something that isn’t just the route map.
- Sound is often overlooked when it comes to brands. Familiarity is important. Afterall, you want similar riffs or a couple of bars of music from other tracks to job the memory of your brand and flight. Also consider playlists of current music during boarding, as ‘earworm’ tracks can also do the same thing without the need to commission a unique track.
- Originality is key. Work with a video or content agency (like Ink) to create a bespoke content package that can live long beyond just the flight and instead be interwoven into the entire passenger journey.
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