BETC London

Work

FRANCE IS IN THE AIR

 
 

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’ is 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.

 

 
Neil GurrAir France