Paris Airports
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
An Audio DNA that makes a stronger brand
A radiant human dimension
Challenge
As smaller airports supported the rise of low-cost airlines, the competition for Paris Airports (Paris Aéroport) increased exponentially, a sonic identity would allow them to stay ahead.
It was necessary to produce content that communicated the benefits of the quality experience that bigger airports offer. Additionally, they believed that designing a reassuring, safe and efficient experience in the airport was essential to their success.
As part of their Paris Airports brand identity overhaul, the brand turned to Sixième Son to help influence the perception of travelers and improve their experience through sound and music.
Sonic identity
Paris Airports invites and welcomes the whole world to France, and for many, their airport experience is their first impression of the capital city, Paris.
The Paris Airports sonic identity attempts to paint a picture of “Parisian Magic”, a romantic, beautiful and feminine tableau, before travelers even set eyes on the real beauty around the city.
Results
The sonic identity has been integrated into the Paris Airports experience by a signal at the start of important announcements.
A study showed that the airport environments in which the sonic logo can be heard, the traveler experience changed in the following ways: lower perceived wait times, more enjoyable waiting areas and corridors and an overall greater sense of security.
Credits
CLIENT LEAD
Renaud Boidin – Customer Innovation Manager
AGENCY
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