Sounds, along with other senses, have a profound influence on our perception of the environment. The multi-modality of perceptual processing is influential in cognitive interpretation, semantic and aesthetic evaluations of environmental scenes. This paper describes an experimental case study using audio-augmented reality, carried out in order to better understand how sound influences sense of place. A correlation is established between soundscape and sense of place that depends on audio-visual congruence based on cultural, aesthetic and semantic factors. Subjective influences of soundscape on place experience are grouped and discussed under 5 areas that were possible to identify: Emotive and synaesthetic effects, effects on attention, gaze and behaviour, effects on spatial orientation and sense of scale, influence of audio-visual congruence on sense of place, and perception of personal and social space.