FRANCE IS IN THE AIR. France is in the air : La France est dans l air. AIRFRANCE.FR

Transcription

1 FRANCE IS IN THE AIR France is in the air : La France est dans l air. AIRFRANCE.FR

2 Daring to be dif ferent

3 Air France, France is in the air is daring to be different to carry the ambitions of the Transform 2015 plan. Created by the agency BETC, the new campaign consists of 6 visuals illustrating the services offered by Air France: the comfort of the A380, the new La Première cabin, the new Business cabin, gastronomy, the network and Sky- Priority (priority channels at more than 1,000 airports). It is supplemented by 12 visuals depicting iconic destinations served by Air France (Paris, New York, Brazil, China, Japan, Africa, Italy, etc.). This new campaign will be unveiled in printed media in 12 countries (France, Germany, Brazil, Canada, China, Spain, USA, Italy, Japan, Russia, Senegal and Switzerland) as well as on the internet, social media and on the radio. The visuals, created by the Argentine photographers Sofia & Mauro, create an effect of surprise by mixing heritage and modernity, while echoing Air France s past as a renowned poster specialist. Pleasure, youth and vitality emerge from images of the Moulin Rouge, the French Revolution, the Sun King, master chefs and haute couture. The airline s eminently French character and the notion of the pleasure of traveling with Air France are illustrated in a fun, lively and exciting message, in line with the French lifestyle. The bright and offbeat tone creates a form of affinity and proximity with the public.

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7 A new signature Fifteen years after «Making the sky the best place on earth», Air France is adopting a new signature «Air France, France is in the air». In English, it illustrates France s openness and internationality and highlights the positive universal values associated with France: the art of living, a French spirit, luxury brands and Michelin-starred chefs who are popular in France and abroad. This new signature reinforces Air France s customer promise to enjoy a little piece of France while traveling with the airline. Tested on customers on key markets To create this new campaign, Air France took the time to listen and interact with its customers and teams on its various markets. The new campaign was then tested by independent consultants in France, Italy, the United States, Brazil, China and Côte d Ivoire, on customers who have traveled with Air France and other carriers, for business or leisure reasons. Finally, qualitative studies helped to refine the process. The customer at the heart of the digital strategy The campaign includes the entire Air France digital strategy and will be seen on its websites and social media by putting the customer at the heart of its strategy. Since March 17, the new signature has been posted on Instagram under #franceisintheair. Games and competitions on Facebook, Twitter, Instagram and Pinterest will exclusively unveil the campaign s visual to fans and followers as from March 28. This will be accompanied by the customer service teams who are present 24/7 on social media.

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10 3 questions for... Adeline Challon-Kemoun, Senior Vice-President Air France Communications Air France aims to rank among the top 3 global airlines in terms of services. How is this ambition reflected in the new campaign? Air France has the ambition to resume its leadership position by being the most creative airline. Our brand platform is built around three values - attention, high quality and pleasure - that guide our choices both from a marketing and a communication point of view. The renewal of our offer and the renewal of our communication are inseparable to keep the promises that our customers value so highly. We are aiming at all our customers who want their trip to be more than simple transport, who expect attention and a travel experience that is at the highest possible level in all ways and in all circumstances. And as a bonus, we offer a little touch of pleasure that makes a difference. France is recognized and appreciated all over the world as being the land of pleasure with its culture, lifestyle and social ties. The French art of travel is in our DNA, it s our culture, our aim on a daily basis and for our customers all over the world, it s a good reason to choose us. In your opinion, what are the strengths of this campaign? BETC s remarkable work has enabled us to choose a campaign that stands out from those of our competitors. We decided on a campaign that could successfully create beautiful emotions while giving meaning and value to our true identity the eminently French character of Air France. No other company can compete with us in this field! This campaign drives our leadership ambition and aims to win over new customers without disappointing our traditional customers. We needed to adopt a more modern stance without renouncing the identity and formidable heritage of the airline. We were quickly convinced

11 that the only way forward was to assume our difference, and adopt a bold stance, which makes up the DNA of the Air France brand. The tone is bright and offbeat, creates affinity and proximity with the public and protects us from the risk of being perceived as arrogant or just another airline amid the rest. The customer promise of enjoying a little piece of France when travelling with Air France is reinforced by the new signature, Air France, France is in the air. Isn t it paradoxical to promote France with a signature in English? A signature in English is a signature that is seeking to conquer the world and says France in an open and international manner. Other internationallyrenowned prestigious French brands such as Evian, Dior, Lacoste or Peugeot have adopted this strategy. Conveying the brand France is not about promoting France the destination, but asserting the positive universal values associated with France and revisiting our offer through the eyeglass of this France to give it more impact. France, embodying art de vivre and a certain French je-ne-sais-quoi, but also the country of luxury brands and Michelin-starred chefs has a strong reputation both within and outside our borders, as tests have confirmed without exception. This campaign illustrates the ambition and dynamism of our Company. It contributes to giving more value and meaning to our teams daily actions. We are all proud to work for Air France and this campaign should bring us an extra dose of energy and self-confidence. This campaign and signature are those of a brand with faith in itself and in its future.

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15 Posters that have been capturing the imagination for the past 80 years Ever since its creation on 7 October 1933, Air France has been working with the most renowned artists to create its advertising posters. The Company s universe has inspired generations of talented designers poster artists, illustrators, graphic designers, film-makers, photographers, choreographers who have helped to shape its public image. The most famous designers include Jean Colin, Roger De Valerio, Lucien Boucher, Albert Solon, Jean Carlu, Georges Mathieu and Victor Vasarely. Right from the start, travel and escape were the dominant themes, serving to inspire much more than actually selling the product. The Company wanted to create a universe and become an ambassador of French culture abroad. At the end of the 1950s, air transport became accessible to the masses, and Air France s communication evolved to adapt to these new targets. The Company s posters integrated witty images, the planes became smaller and metaphors were used on the different media. Throughout its history, Air France has always succeeded in setting itself apart from other airlines, thanks to a communication strategy that relays the epic adventure of air transport and art history.

16 The campaign s masters of talent To make Air France, France is in the air, Air France called on renowned photographers, couturiers, jewelers and milliners. Work on colours, audacity and know-how guided Air France in its choices. Photographers: Sofia & Mauro Based in Paris, in 2002 Sofia & Mauro won the Picto prize for young fashion photographers and held their first exhibition at the Palais de Tokyo. Their work has been published in numerous international publications such as Numéro, Flair, The New York Times Magazine, The New Yorker and Interview Magazine. Couturier: Daniel Fumaz After working for Thierry Mugler, Guy Laroche and Eric Bergère, Daniel Fumaz then got together with stylist Samuel François to create the fashion brand Avalon Vega. He is currently working as a creator for several designers such as Alexandre Vauthier and Christophe Lemaire, as well as for the children s brand Talc

17 Jeweller: Lydia Courteille Lydia Courteille is known for her amazing range of unique, dreamlike jewelry. For her, jewelry is primarily a work of art that should evoke an emotion and appeal to a certain literary, artistic or gemstone culture. Milliner: Maison Michel Since 1936, the Maison Michel has been creating hats for the most prestigious studios. Since 2006, Laetitia Crahay, Artistic Director of the Maison Michel, has been designing collections of Ready-to-wear hats and hair accessories. Ultra-feminine and with a refined rock spirit, the Maison Michel revisits a large repertoire of classical shapes, from the bowler to the top hat as well as the boater and the trilby.

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19 Key figures. International advertising campaign Key markets: France, Germany, Brazil, Canada, China, Spain, USA, Italy, Japan, Russia, Senegal and Switzerland.. Created by the agency BETC. Tested on customers in 6 countries: France, Italy, United States, Brazil, China, Côte d Ivoire.

20 Air France Press Office - March