In Mauritius, Air France has been working in close partnership with Rogers Aviation for nearly 70 years! The airline has just launched a new tag line, “Air France, France is in the air”, supported by a new advertising campaign to promote the company’s strategic plans
photos : air france klm
Air France, which has had a long-standing partnership with Rogers Aviation as its General Sales Agent in Mauritius since 1945, unveiled its new advertising campaign on 2 April 2014. “Air France, France is in the air” will be used in the press as well as on the internet including social media forums and on radio. The new campaign consists of six visuals showcasing the services offered by the airline: the comfort of the A380 aircraft, its new La Première and Business cabins, its on-board cuisine, its flight network and SkyPriority (priority channels at more than 1,000 airports). The campaign is backed up by images depicting iconic destinations served by Air France.
According to the airline’s Chairman and CEO, Frederic Gagey, “2014 marks an Air France commercial offensive, with the move upmarket of our products and services, the launch of new destinations and an increase in on-line services, as well as greater availability of our Mini fares. The new campaign in support of our brand has involved major investment and has been designed to promote our sales, one of the objectives of our Transform 2015 plan.”
“Air France, France is in the air” marks a bold come-back. The visuals, created by Argentinean photographers Sofia & Mauro, are a surprising mix of historical and contemporary references. Pleasure, youth and vitality emerge from references to the Moulin Rouge, the French Revolution, the Sun King, master chefs and haute couture.
The airline’s eminently French character and the pleasure gained in travelling with Air France are amusingly, vividly and enthusiastically transmitted, reflecting the French way of life and the French taste for enjoyment. The light and offbeat tone is designed to create a close affinity with the public, playing on Air France’s famous posters of earlier years.
The use of English in the slogan illustrates France’s openness and internationalism and highlights the universal values associated with France: the French way of life, French spiritedness and its luxury brands and Michelin-starred chefs, famous both in France and abroad. It reinforces the promise that travellers will savour a little piece of France while flying with Air France.