Offering music that’s adapted to certain areas of the terminals gives pleasure to our customers without creating sound pollution or intrusion. The choices are diverse but consistent with both our musical identity and with our positioning as the gateway to Paris and France. This is an innovative approach that will continue and grow.
Renaud Boidin Customer Innovation Manager – Aéroports de Paris
An Audio DNA that makes a stronger brand
radiant human dimension
The airport industry has undergone profound change. Competition is on the rise and new, large, ambitious players are emerging on the scene. What’s more, platform costs are rising sharply.
Given the environment, a need arose to find new areas of growth, driving Aéroports de Paris to invest in its brand and launch a full sonic branding campaign.
The city of Paris itself is rich with fantasy, but the sound expression of Aéoports of Paris could not only be “Parisian”. The diversity of needs, of audiences and situations, prompted the creation of a very open audio identity strategy which pulled in hints of Paris and France.
The audio identity of Aéroports de Paris is a story set to music. It is a light, romantic tale in which dreams, pleasure, movement and Parisian flair are combined.
The theme is carried by an airy voice and a very distinct piano melody. This radiant human dimension works perfectly with the positioning of Aéroports de Paris and its new visual identity.
After performing a sound audit of the terminal areas, a 360° musical strategy was defined and specific guidelines were created for each space: boarding gates, parking lots, washrooms, walkways, lounges, shopping area etc.
The Aéroports de Paris audio identity creates the perception of a brand that’s in motion: (68%), dynamic (76%), advancing (66%). The audio logo accentuates the brand aspects of friendly (82%) and caring (72%). There’s a perception of quality (78%), purity (66%), transparency (60%)* that contributes to the expression of service quality and accessible luxury
Its airy and luminous dimensions, without sounding unreal, correspond perfectly to the expectations of the travelers.
* Research by Thema Paris on Non Flyer, French Flyers and Foreign Flyers
Michael Boumendil – President & Chief Creative Director
Laurent Cochini – Managing Director
Colleen Fahey – Managing Director
Daina Todorovic – Director of Client Services
Julien Goris, Vincent Turbé – Art Directors
Eric Caissy, Marion Combes, Ianis Mauraisin, Romain Debrie, Pierre Moreau – Designers