Norwegian Airlines: Adelphoi create a suite of sonic assets
With over 35 million passengers per year and expansion into banking and finance, Norwegian is a fast-growing brand with vast customer reach. Audio branding agency Adelphoi Music have worked with Norwegian to create a sonic strategy that unifies the brand and aims to help customers recognise the brand "whenever and wherever they hear it.”
Norwegian's major touchpoints include the on-board experience and advertising. Senior strategy advisor Julius Einan Støback was aware that travel can be a stressful experience for customers, and wanted to use music to promote relaxation.
Norwegian also placed emphasis on genuine customer enjoyment of their brand music - they did not want their users to feel subject to "brand building".
Adelphoi's process covered competitor and brand analysis, including Norwegian's history, values, and goals. Adelphoi's composers crafted an eight-note sonic logo called "Northern Colors", which was played by Norwegian musicians.
Støback describes the resulting motif as "very versatile". The sonic logo has variants for each of Norwegian's sub-brands, which use the same eight notes. The audio logo also feeds into other sonic brand assets, such as a 20-minute piece of customer boarding music.
Norwegian hopes that their new audio identity will provide a long-term sonic strategy for the brand across all customer touchpoints.