Author: Laurent Cochini
The Bridge to Global Connectivity
Sixième Son continues our series of articles on the significance of sonic soundscapes within the travel and luxury industry. Throughout the series, we’ll discuss how sonic branding elevates the customer experience and takes premium to the next level. When it comes to a premium airline experience, we couldn’t help but think of Cathay Pacific. This company’s 77-year-old mission led them to create a sonic identity that truly embodies global connectivity.
Cathay Pacific
Cathay Pacific Airlines was born in 1947 to two former WWII pilots. They bought a Douglas DC-3 (Betsy) as a regional freight carrier between Australia and China. The founder’s mission was to connect the world and its people. This mission was fully achieved 30 years later when the airline flew across the Pacific in a Boeing 707 (cute nickname unknown).
The founders had a passion for flying, progressive thinking, and connecting the world. This passion still rings true today. With decades of visual branding identity, Cathay Pacific tested its forward-thinking muscles by exploring sonic branding. It called on the sonic branding services of Sixième Son to find a unified brand sound with the inspiration to “move beyond”.
Move Beyond
The task was to create a sound that evoked fond memories of travel, captured the spirit of adventure, and exuded the warm sense of hospitality that embodies every Cathay Pacific journey. The sound should encapsulate the brand’s “Move Beyond” spirit.
“The creative concept was based on telling the beautiful stories of Cathay, and transporting passengers into the brand’s universe”, said Sixième Son’s Group Creative Director Vincent Turbé. “We wanted to embody its Thoughtful, Progressive, and Can-do personality.” Using the brand’s multi-dimensional values, we created a sound to embody elegance and power, classic and modern, regional and global.
Visually, we were inspired by the calligraphy in the logo and the vapor trail that planes emit. As Eric Caissy, Sixieme Son’s Chief Orchestrator, stated, “Flying above the clouds is justifiably emotional. We wanted to make the music emote and feel like the liftoff of a plane.”
The Bridge To Global Connectivity
For even more inspiration, we dug deep into the history and culture by visiting Hong Kong, Cathay’s main and original city of residents. Being one of the largest 3 ports in Asia, Hong Kong connects a massive amount of international trade and commerce. While Cathay moves to connect the global community, Hong Kong bridges the gap between the Eastern and Western worlds.
After walking and recording the streets of Hong Kong, we found that the city itself was full of contrasts. At any given turn, we were immersed in the bustling traffic of people and cars or transported into the hush and tranquility of nature.
We took this idea of contrasts and weaved it into the composition of the Cathay Pacific sonic identity creating a sound that both sighed and exclaimed Cathay’s name.
Song Of Cathay
“Song of Cathay” represents a deep heritage and a progression into the future. For this reason, the melody is meant to ebb and flow as such; it takes off and settles back again. The music is a journey just like a Cathay Pacific flight.
“The music was conceived as a waltz.”, said Vincent. “A musical odyssey that tells the brand’s story; moving people forward emotionally and elevating life to greater heights.” There is something unique and poetically elaborate about “Song of Cathay”. It is a poetic burst with a distinctive sound. Attributing it to a waltz makes it that much more accessible for an international audience to understand and feel.
We also chose to write the piece in a globally recognized scale; the pentatonic. For perspective, such songs as “Twinkle Twinkle Little Star”, “What a Wonderful World” by Louis Armstrong, and “Hallelujah” by Leonard Cohen are all written in a pentatonic scale. Using such a popular format, yet again, added a layer of accessibility to the music; building a stronger connection at every touchpoint.
Collaborating With the Asian Youth Orchestra
If you’ve spent time in Hong Kong, you know that Cathay Pacific’s presence is everywhere. As an established resident of Hong Kong, Cathay respects and honors its founding city by supporting youth development, arts and culture, and social welfare. They have been a sponsor of the Asian Youth Orchestra since its inception in 1990.
“Since the sonic DNA had strings, it had always been our dream to record live strings”, said Eric. “After they heard the music, they asked the Asian Youth Orchestra if they would be available to play the piece and, of course, they agreed.”
Conclusion
A good sonic identity is a good sonic system.
The airline industry has an entirely different set of activations for audio. Nowhere else do you have such personalized entertainment- be it on the small screen in front of your seat or through the overhead announcements and ambiance within the cabin. There are lounges, gift shops, internal meetings and conferences, kiosks and other customer service activations as well as the more well known TVC and radio advertising usages. They all need music and sounds that are relevant to their individual purposes.
Working with global airlines like Cathay Pacific, Etihad, the Paris Airports, and Royal Air Maroc, Sixième Son understands the vast nuances of sonic branding within the travel industry. As an international industry itself, our team is well equipped with both the musical knowledge and diverse backgrounds to help any airline’s branded sound sing.
We are pleased to hear this new sound take flight with Cathay’s global audience.
