Air France updates its marketing using its French characteristics as a selling point

Part of the Transform 2015 plan and developed by BETC, Argentine photographers Sofia and Mauro shot the campaign and used the airline’s French character to illustrate a fun, lively and exciting message, in line with the French lifestyle.

‘Air France, France is in the air’ also replaces the airline’s 15-year-old signature ‘Making the sky the best place on earth’, highlighting the positive values associated with France: the art of living, French spirit, luxury brands and Michelin-starred chefs. A digital strategy has also been employed and will be seen on all Air France sites and social media outlets with the new signature running on Instagram from March. From tomorrow (28 March) games and competitions on Facebook, Twitter, Instagram and Pinterest will unveil the campaign visuals.

2014 is the year of Air France’s commercial offensive, with the move upmarket of our products and services, the launch of new destinations, new ambition in terms of digital services as well as greater availability of our Mini fares. This new campaign is a major investment in our brand. It was designed to support our sales and is part of the objectives of the Transform 2015 plan” declared Frédéric Gagey, chairman and CEO of Air France.

The new campaign was developed following various interactions with Air France customers in different markets worldwide. The campaign was then tested by independent consultants in France, Italy, the US, Brazil, China and Côte d'Ivoire, on customers who had travelled with Air France and other carriers.