The Côte d'Azur airports have commissioned a new sound identity that reflects their region and expertise

Published on 17-04-24

The Group chose the Sixième Son agency to compose a piece of music that would reflect its exceptional region, its spirit of innovation and its sense of operational excellence. The unique and personal result is designed to follow passengers throughout their journey.

Service quality is at the heart of the Côte d'Azur Airports strategy. Among other things, it means offering passengers a unique experience, where they feel they are not passing through just any airport terminal but are at the heart of the gateway leading to and from an exceptional region, and are surrounded by attentive teams in 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 showcased through visuals and works of art, where the shops offer specific products, and the region’s major events are regularly promoted.

“But was one ingredient was missing, a component that would immediately let visitors experience what makes our region so very special. Something that discreetly envelopes it carrying the promise of the Côte d'Azur. It had to be a subtle touch that would set us apart, which people would spontaneously associate with us, distinguishing us from other airports", explains Franck Goldnadel, Chairman of the Management Board of Aéroports de la Côte d'Azur. This personal touch is our sound identity, composed by the Sixième Son agency.

The brief was simple yet complex: portray a region of international renown, bordered by the sea, criss-crossed by mountains, bathed in light, but also an airport environment, offering a promise of escape buoyed up by modernity and the sense of innovation from a leading Group.

Discover the sound identity through the unveiling film

A nod to the Riviera Music

“I'm a local boy. I had a strong creative conviction that this region strikes a chord with people, that it excites them and makes them dream. I chose to work on the allegory of the wave, both in the literal sense – those you find at sea, and on mountain crests - but I also wanted to look at what it represents in the romantic, mythical and international ideas when applied to the Côte d'Azur. But our region isn't just a postcard; the airport isn't just a place to pass through. It is a driving force behind a region's success, an innovative and committed player. So, our wave is a little different, bolder and more creative, it is focussed on the future. The chords are not quite classical, the electro feel is unexpected. And the melody will stay with you” explains Michaël Boumendil, CEO and Creative Director of the Sixième Son agency.

This new identity, unveiled in a promotional film, will be used to accompany public announcements in terminals, to help ease the wait of passengers at car park kiosks or during telephone calls to the Customer Relations department, it will play at the end videos and will be the ring-tone for telephones.

"When you are writing a brief to include a certain number of values, and you want to include specific concepts in a sound, you can imagine how difficult that might be. But the result simply blew us away. The fact that the composer knew the Côte d'Azur well was certainly a big plus. I think this sound identity will appeal not only to our foreign customers but also to airport staff. We hope that the people of the Côte d'Azur will rediscover the character of their region”, adds Franck Goldnadel.

Read the interview with Franck Goldnadel and Michaël Boumendil

Listen to the sound broadcast in the terminals