The next step as Riyadh Air prepares to fly: sonic branding

Riyadh Air, the Saudi carrier due to start flying later this year, has revealed one of the first key guest experience touchpoints, a ‘sonic brand’ element titled ‘Sound of a New Era’. Essentially a piece of music commissioned to reflect the airline brand, the sound will be a central pillar of Riyadh Air’s branding, subtly integrated into various touchpoints throughout the passenger journey, from boarding music and cabin announcements, to in-flight entertainment and meal…