MIAMI — Air France will unveil a new advertising campaign called “France is in the air”, on April 2. The multimedia campaign will run in twelve countries: France, Germany, Brazil, Canada, China, Spain, USA, Italy, Japan, Russia, Senegal, and Switzerland.
BETC worked with the carrier to design the new campaign. According to the airline, the campaign will consist of six visuals of services offered by Air France: the A380’s comfort, the airlines new La Première cabin, the new Business cabin, gastronomy, the network, and SkyPriority. Additionally, there will be twelve visual ads utilizing different iconic destinations served by Air France, such as Paris and New York: View them here.
In a written statement, Air France says the new campaign “is daring to be different to carry the ambitions of the Trans-form 2015 plan. 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.”
“Making the sky the best place on earth” has been Air France’s ad campaign for over 15 years. The refresh is to illustrate “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.” Additionally, Air Frances wants to use the new signature to continue its promise to customers “to enjoy a little piece of France while traveling with the airline.”
The campaign has started to make an appearance on Instagram under the #franceisintheair hashtag. Air France will continue rolling out the new campaign on Friday with games and competitions on Facebook, Twitter, Instagram and Pinterest.