BETC London
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France is in the Air

FRANCE IS IN THE AIR

AIR FRANCE

 
 

THE CHALLENGE

Recently Air France has faced fierce competition from both low cost and premium airlines, meaning they have experienced a squeeze from both top and bottom. With category-generic advertising full of images of planes, stewardesses and holidays, consumers tend to think that all offers and all airlines are alike. Air France needed to find a way to (re)establish their premium positioning. 

 
 

THE TRUTH

France and ‘Frenchness’ are globally synonymous with luxury and sophistication – from food to fashion, France is known for its savoir-vivre.

 
 

THE IDEA

‘France is in the air’

The impact of the campaign was immediate and significant. The brand idea was embraced by the company as a whole, not only in terms of communication but also as a filter for new services and products. Since launch the brand image of the company has seen a significant boost across major markets.