Sonic Bloom? In Airline Audio Branding, Norwegian Leads the Way

airlines, norwegian, pop

In travel, sometimes it’s the most irritating experiences that turn out to be the most inspiring. Over about a 12-month stretch I found myself aboard more Norwegian Air Shuttle flights than I had planned on; but the routing and timing and reasonable fares added up to lots of Norwegian air time. I remember boarding one of the airline’s spanking new 787 Dreamliners at JFK. Okay I should specify JFK Terminal 1, which is  perhaps the worst terminal at JFK, principally because it isn’t Terminal 5 but I digress. The issue was that the terminal was crowded, wait times to check in were long, waiting at TSA was long, then the wait beyond security was long, and I felt like maybe this entire dehumanizing experience wasn’t really worth it. Did I mention the loud family from Australia with the loud Dad wearing a Hooters T-shirt, and his two teenage sons wearing Hooters T-shirts too, right behind me in the long check-in line, one of them spilling his Red Bull energy drink on my Mandarina Duck suitcase and oh, laughing about it while I thought well, thank God, at least they’re flying back to Australia, or someplace that wasn’t where I was going, and someplace with a (God love ’em!) Hooters.

Anyway. I primed my ears for onboard succor in the form of music, thinking maybe I could at least hear something humanizing, if not actually see or feel or smell it, on the way to my seat but no, nothing but canned music. The same canned music I had heard boarding in Barcelona. And in Copenhagen. And back at JFK. And that’s why when I heard that even some folks at Norwegian had had enough of melodies basic on their otherwise gleaming planes, I thought you know, this is something I can get behind. And the world should know more about these trailblazing efforts. So there you have it: overdue cool boarding music, be heard!



Pretty, right?

airlines, europe, jennifer aniston, luggage, scandal, telaviv, Uncategorized

But travel isn’t always pretty.

In the travel and hospitality industries there are certain observations that are chiefly expressed over drinks among colleagues or in other closed quarters: things like “the French are lousy tippers,” “Israelis are pushy” or “Americans are loud.” And while such findings may contain some elements of truth, does it mean brand-appropriate reaction to them can veer into actual discrimination?