- Nice Côte d’Azur airports adopt a sound identity, reflecting the territory and their expertise
- Collaboration with the agency Sixième Son to create a unique sound identity
- Quality of service and passenger experience at the heart of the airports’ strategy.
- A sound identity that embodies the cultural and natural wealth of the Côte d’Azur.
The Group has chosen the agency Sixième Son for the composition of a music that interprets at the same time its exceptional territory, its spirit of innovation and its sense of operational excellence.
Personal and singular, the result is declined to accompany the passengers throughout their journey.
Nice Côte d’Azur airports have placed the quality of service at the heart of their strategy. This involves, among other things, offering their passengers a unique experience, the feeling of not transiting through any airport terminal but of being at the heart of the gateway and exit of an exceptional territory, animated by attentive teams for a journey that is seamless, fluid, luminous and radiant.
This strategy is already reflected in the atmosphere of the terminals, where the cultural and natural wealth of the Côte d’Azur is highlighted through visuals and works of art, where the shops offer specific products, where the major events that punctuate the territory are valued.
« But there was a missing ingredient, an element that would immediately place visitors in the particular atmosphere of our territory. That would subtly envelop it to carry the azure promise. A subtle touch that would distinguish us, that would spontaneously attribute us to us, distinguishing us from other airports, ” explains Franck Goldnadel, President of the Executive Board of Nice Côte d’Azur airports. This personal touch is the sound identity, whose composition has been entrusted to the agency Sixième Son.
The brief was both simple and complex: to account for a territory with an international reputation, bordered by the sea, crossed by the mountains, bathed in light, but also for an airport environment, a promise of escape carried by the modernity and the sense of innovation of a leading Group.
A WINK TO RIVIERA MUSIC
“I am a child of the country. I had a strong creative conviction, that we are in a region that vibrates, that makes us vibrate, that makes us dream. I chose to work on the allegory of the wave, both in the literal sense – that of the sea, of the crest of the mountains – but also for what it represents in the fanciful, romantic and international imagination associated with the Côte d’Azur. But our region is not just a postcard; the airport is not just a place of passage. It is a motor at the service of the success of a territory, it is an innovative and committed actor. So our wave is a little different, it is more audacious and creative, it is turned towards the future. The strings are not quite classical, the electro textures are not expected. And the melody will not let you go…”, explains Michaël Boumendil, President and Creative Director of the agency Sixième Son.
Unveiled on the occasion of a promotional film, this new signature is declined to accompany the sound messages in the terminals, to make the passengers wait at the parking lot terminals or during the telephone calls to the Customer Relations Service, to sign the videos or even to serve as a telephone ringtone.
« When you write a brief on a certain number of values, when you want to find certain notions in a sound, you imagine the difficulty. And the result simply bluffed us. The fact that the composer knows the Côte d’Azur well certainly played a role. I think this sound identity will please not only our foreign customers but also the airport staff and the azureans who will find the cachet of their territory “, says Franck Goldnadel.
DISCOVER THE CROSS INTERVIEW OF FRANCK GOLDNADEL AND MICHAËL BOUMENDIL
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