04 Feb A-MNEMONIC Create New Audio Identity for Travel Brand ABTA

The team at A-MNEMONIC were commissioned by Global Radio to create a unique audio identity for the travel brand ABTA – who until now has never experimented with sonic branding.

ABTA has been a trusted travel brand for more than 65 years, offering advice and guidance to the travelling public, as well as leading the travel industry in supporting high service standards, working with their Members on health and safety, and promoting responsible tourism at home and abroad.

Jo McCrostie – Creative Director at Global Radio, long time champion of audio branding explains “Consumers are spending more and more time interacting with brands via audio. Be it giving or receiving messages through devices such as Apple’s Siri, Amazon’s Alexa, Google Home OR listening to a podcast on a smartphone.
By 2020, its predicted 30% of all web browsing will be screen-less, not to mention voice-activated cars and even coffee machines. Even tech giant Apple is moving to a less insistently visual tech world – predicting a digital landscape that relies on voice assistants, headphones, watches and other wearables to take some pressure off our eyes!
So, what does this mean for Travel brands? One thing for sure, if your brand doesn’t have a
‘voice’ OR ‘sonic identity’, you are screwed!
The sound of a brand has now never been more relevant. Silence is most definitely not golden!”

ABTA’s objectives are to offer support, protection and expertise of those looking to travel. Along with the help of Global Radio, the travel brand went on the search for a music company who could capture their company values and unique personality using music.

A-MNEMONIC, who has a history of creating memorable music for advertising and television, was brought in with the task of realising ABTA’s vision and personality using sound.

A-MNEMONIC began by analyzing the brand’s history, and understanding the company’s core values. “We wanted to create a sound that would say With you every step of the way,
Travel with confidence, and Guiding trust” says A-MNEMONIC’s Creative Director Toby Jarvis
“We aimed to write a theme that would speak to any audience, a theme that could capture the unique soul of ABTA.”

A-MNEMONIC provided a sonic identity – one core tune with a suite of different arrangements for each market.
Composer: Stuart Hancock, Arrangers: Toby Jarvis & Stuart Hancock.