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Campaign Middle East
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Shantelle Nagarajan
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Breaking down the anatomy of Riyadh Air’s sonic identity

Shantelle Nagarajan
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Campaign Middle East speaks to Sonicbrand and Riyadh Air to get the inside scoop on the airlines sonic identity.

Riyadh Air's sonic identityA still from the launch film of Riyadh Air's A Sound of A New Era

Riyadh Air has unveiled its sonic identity — one of the airline’s first guest experience touchpoints — as it prepares for its inaugural flight in 2025.
The carrier worked with audio branding agency Sonicbrand to create a sensory experience designed to accompany passengers through every stage of their journey. The Saudi Music Commission and the Ministry of Culture also supported the making of the airline’s sonic identity.
To find out more, Campaign Middle East secured exclusive access to the making of the sound of Riyadh Air.
Titled Sound of a New Era, the sonic identity was launched earlier this year across the airline’s social media channels, with supporting creative assets including


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Tags:David MarcusRiyadh Airsonic brandingsonic identityThe Sound of A New Era
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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