Riyadh Air Unveils “Sound of a New Era” Sonic Brand, Composed at Abbey Road Studios with Saudi and International Talent
Riyadh Air’s brand sonic is the first guest experience touchpoint to be revealed ahead of product launches as it moves towards its first flight in 2025
Composed and orchestrated at world famous Abbey Road Studios, and created by a mix of Saudi and international talent to create a piece that will tell stories across horizons
Discover Riyadh Air’s new sonic identity, “Sound of a New Era,” here
February 13, 2025-Riyadh: Riyadh Air has released its captivating new sonic brand, “Sound of a New Era,” revealing one of the first key guest experience touchpoints, with seats, airport and inflight products set to be shared in the near future, as the airline approaches its first flight later in 2025. This sonic identity, composed and orchestrated at the world-famous Abbey Road Studios, is the creation of a talented mix of Saudi and international artists, designed to tell stories across horizons.
Reflecting Riyadh Air’s mission, the sonic branding creates a journey deeply rooted in cultural identity while setting a benchmark for global premium travel. The sound is a central pillar of Riyadh Air’s brand universe, creating a sensory journey that inspires awe and connection. The Riyadh Air sonic identity will be subtly integrated into various touchpoints throughout the passenger journey, from boarding music and cabin announcements to in-flight entertainment and soothing meal service melodies.
“At Riyadh Air, we believe that a journey is more than just reaching a destination; it’s about the experience itself,” said Osamah Alnuaiser, Senior Vice President of Marketing and Corporate Communications at Riyadh Air. “’Sound of a New Era’ isn’t just a sonic brand; it’s the symphony of our brand promise. It’s the sound of Saudi hospitality taking flight, heralding a new era of premium travel, infused with our rich cultural heritage and forward-thinking vision.”
The sonic branding process for Riyadh Air was a meticulous journey, blending artistry and innovation. The recording at Abbey Road Studios featured a live orchestra in collaboration with the Saudi National Orchestra and the Music Commission. Thirteen musicians from the Saudi National Orchestra played traditional Arabic instruments such as the oud, qanun, and ney, symbolizing the harmonious balance between tradition and modernity. The collaboration also included the Saudi Orchestra’s first female violinist, highlighting Riyadh Air’s values of innovation, authenticity, and human touch through live instrumentation.
A defining feature of Riyadh Air’s sonic identity is the seamless blend of digital soundscapes with traditional instruments, brought to life through live recording. This fusion reflects Riyadh Air’s dual nature: a brand deeply rooted in Saudi culture yet forward-looking and technologically advanced. Digital textures symbolize innovation and progress, adding depth and complexity to the compositions. When paired with the organic warmth of live traditional instruments and orchestral arrangements, the result is a rich, layered sound that bridges the past and future.
ATR REPORTS STRONG 2024 SALES GROWTH, MEETS DELIVERY FORECAST
- Orders rise by 40% vs 2023
- Deliveries in line with guidance, impacted by supply chain tensions
- Book-to-bill ratio well above 1
- Further growth in customer support and services – 15% increase vs 2023
- 16 new customers of both new and pre-owned aircraft
Toulouse, 12 February 2025 – ATR, the world’s leading regional aircraft manufacturer, today announced its 2024 full-year results, with a growth trajectory driven by successful partnerships with existing and new customers.
Orders of 56 aircraft represent a 40% rise from 2023, with a mix of renewed commitments from existing operators and new customers, both airlines and lessors, exemplifying strong market demand for ATR aircraft. 51 ATR 72 and 5 ATR 42 aircraft were ordered, which brings the backlog to over 150. In 2024, Asian carriers showed significant engagement, while ATR saw new interest from Canadian operators. Additionally, the year witnessed the initial phase of the -600 series renewal.
Deliveries were in line with the level of 2023, with 35 aircraft delivered, plus one ready to deliver, meeting the guidance provided at the beginning of the year. Looking ahead, ATR expects 2025 to be another year of stabilisation, as tensions in the supply chain will remain at least during the first half of the year.
ATR delivered $1.2bn in revenues and confirmed a book-to-bill well above 1. The manufacturer also recorded almost 100 transactions on the second-hand market, demonstrating the robust demand for ATR’s cost-effective and low-emission turboprops.
Customer support and services rose by 15%, at $480m, building on a record level from 2023. This demonstrates the added benefits of ATR’s services offering, to increase cost predictability over time and offer access to mutualised resources.
“We worked through a challenging year in 2024 and I want to thank everyone, from our customers to my colleagues, who contributed to these results,” said Nathalie Tarnaud Laude, Chief Executive Officer of ATR. “In 2024 we doubled down on our core proposition of efficient, affordable connections. Our results show how relevant our aircraft are to our operators, and to people across the world who want to connect, sustainably.”
“In 2024, we delivered what we said we would. We maintained delivery rates, in tough conditions, while welcoming 16 new operators, selling 56 aircraft, offering value-added services and streamlining operations to enhance the competitiveness of our products and the profitability of our customers. This continues to give ATR solid foundations for the future, and shows that the regional market is eager to buy highly-efficient aircraft with the right economics, the right capacity, and the right performance.”
