The Challenge
Creating a distinctive sonic presence that could work across every flight, domestic and international, from boarding through to disembarkation.
Brand recognition
Create instant audio recognition passengers would associate with Qantas
Emotional resonance
Capture the feeling of Australian travel and the anticipation of journey
Operational flexibility
Work seamlessly across different flight types, durations, and contexts.
The Solution
A cinematic signature soundtrack designed to accompany the full arc of a journey — so strongly associated with the experience of flying that, during the pandemic, grounded frequent flyers actively requested its public release.
The Strategy
Creative brief
Create a long form soundtrack, not background music, that feels like a journey. Something cinematic that captures the spirit of Australia and the anticipation of travel.
Musical direction
Distinctively Australian instrumentation and character, without resorting to cliches.
Evolving 15-minute composition that continually shifts and develops
Available via in-flight entertainment as the default audio experience on the home page.
The System
A cinematic signature soundtrack designed to accompany the full arc of a journey.
Core Components
15-minute through-composed boarding music
Two movements: boarding and disembarkation
In-flight entertainment integration
Public release versions
Touchpoints
Boarding
In-flight IFE
Disembarkation
Public streaming
How it Sounds
Clips are provided for reference from public sources.
2025 On Board
2018 On Board
Building Salience
"For many of our customers and our crew, our boarding music is more than just a tune; it's a soundtrack that conjures their cherished travel memories with Qantas."
— Qantas
Passengers echo this sentiment powerfully."You have to be an Australian to understand there is something incredibly Australian about this music but I just can't put my finger on it," wrote one listener, capturing the soundtrack's ability to express national identity beyond rational brand attributes. Another passenger described: "When I hear this song, no matter where in the world I am, I feel at home." The emotional bond was so strong that passengers voluntarily listened for hours during flights, sought it at home to reconnect with travel memories, and requested its public release during pandemic lockdowns. The music became associated with personal milestones—first international flights, family reunions, leaving home—cementing its role as emotional brand memory rather than functional background music. Continuous use since 2018 with a successful 2025 refresh demonstrated the enduring value of owned sonic assets.
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client: Qantas
Client Lead: Joel Joslin
Sonic Strategy: Ramesh Sathiah
Composer: Haydn Walker (@haydnwalkermusic)
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