Air France Treats Its New Campaign Like A High Fashion Editorial [Pics]

Air France Treats Its New Campaign Like A High Fashion Editorial [Pics]

The visuals of the airlines' new initiative focus on nostalgic designs and pops of color.

Leah Gonzalez
  • 4 april 2014

Air France has launched its new campaign called “Air France, France is in the air” and it features visuals that look more like fashion editorials than ads.

The campaign, which was created with agency BETC, promotes the company’s new signature and includes images created by Argentine photographers Sofia & Mauro.


Six main images or visuals feature the airlines’ services, which include the comfort of the A380, the new La Première and Business cabins, gastronomy, the network, and SkyPriority, Air France’s exclusive services. An additional 12 images promote iconic destinations served by the airlines. The images feature heavily nostalgic designs and vivid colors.


The new campaign is supportive of the company’s corporate transformation plan Transform 2015. After fifteen years of using “Making the sky the best place on earth,” the company’s new slogan is meant to illustrate the positive qualities often associated with France – the French spirit, the art of living, luxury brands, and Michelin-starred chefs popular all over the globe.


The new campaign was created after research and study on Air France’s part. They took to their customers to find out what they wanted. The new campaign was also tested by consultants in various countries on customers who have used Air France and other airlines for their traveling needs.

The company started using the new signature early in March and revealed the campaign through various promotions in the form of games and competitions on Instagram, Facebook, Twitter, and Pinterest.


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