The Client
Left Coast Airlines (LCA) is a small U.S. West Coast-based airline with a quirky personality. They pride themselves on efficiency and everyday low prices.
Primarily known as the “business person’s airline”, LCA had started to expand- adding new routes to Alaska, Canada, and Mexico.
With growth comes change. Left Coast needed to find a way to appeal to not only existing customers but also to “weekend warriors on a budget”.
To support the transition, Left Coast needed to broaden exposure and diversify their clientele. Its new commercial campaign—Happy Clouds for Normal People—was already in the works to announce the expanded routes. What they needed next was a creative concept that could bring it all together.
Table Of Contents
The Mission
Dreamr Productions would create a branded podcast and podcast theme song to build brand awareness and broaden online presence.
In addition, we discovered an opportunity to tie new marketing (the podcast) and traditional marketing (radio ads) together by developing a sonic logo.
This sonic logo would play at the end of each Happy Clouds For Normal People campaign spots. It would also serve as the foundational piece when developing a corresponding podcast theme song.
Services Rendered
- Sonic Logo
- Branded Podcast
- Podcast Theme Song
The Process
The original task was to create a branded podcast.
After our discovery session with Left Coast, we found an opportunity to also include a sonic logo at the end of its current radio ads, “Happy Clouds For Normal People”.
After creating the sonic logo, we then created a podcast called “Short Stories Made Ridiculous.” The vision for the podcast was to bring out the brand’s likable personality and give it more “quality time” with its customers; something most brands don’t get a lot of.
The podcast theme song was then modeled after the sonic logo, serving as the bridge between traditional marketing (radio ads) and new marketing (the podcast). The logo would subconsciously remind the listener what brand was involved, no matter what form of marketing they were being served.
Functional Sounds Demo
The Solution
“Short Stories Made Ridiculous” – Left Coast’s new podcast allowed them a never-ending user-generated content machine that they could use as long as they so pleased.
The sonic logo and the podcast theme song served as the bridge between the entertainment and the service, creating an unending loop of recognition, nostalgia, and trust.
The Results
Left Coast Airlines was able to advertise its new offerings to both current and new customers using branded sound to tie all marketing outreach together.
“Short Stories Made Ridiculous” allowed LCA to reach a wider and more diverse audience.
The sonic logo connected the new and traditional marketing as a sound indicator. It would tell the listener, “Oh, OK. This is from Left Coast.”
This sound strategy project for Left Coast was relatable, relevant, and fun.
