How does Air France do to reinvente its brand and in the same time contributes to the image of France abroad?

Air France encourages to travel à la Française with values such as elegence, refinement and humour. In 2014, the brand has done a strategic repositioning around seduction. In a spot, Air France represents the image of France abroad, that among clichés, is always renewed with french touch.

A lively spot imagined by BETS Paris agency that plays with areal codes and french heritage : The Tour de France, fashion, gastronomy, Opera dancers, a french kiss…
The musique Warm in the Winter of the group Glass Candy has been modified to include “France in the air” with Green United Music. This soundtrack is now the brand’s sound identity for radio spots.

We like the modern use of cultural heritage and know-how of france in this campaign. There is no allusion to austere luxury. This spot surprises without shocking. This promise must be present in every step of client experiences. In lounges, agencies, by phone…

Have a look at the making of, as surprising as the spot itself !

Air France puts clients satisfaction in the heart of its actions and develops projets to suggest an exceptional service. The brand has innovated in many ways to change its positionning. The food served to business clients are Michel Roth’s last creations. He is a starred chef. Joël Robuchon et Guy Martin, have already done gastronomic experience with Air France. The airline company wants to surprise its clients and maintain its role of emissary of gastronomy and good manners à la française.