On Wednesday March 26, 2013, Air France unveiled its new advertising campaign during a press conference, organized at the Ministry of Foreign Affairs.
After a brief reminder of Air France’s strategic objectives for 2014, Frédéric Gagey, Chairman of Air France, gave the floor to its Communications Director to present this new campaign.

Power, emotion, instantaneousness , the key words of the new campaign

France is in the air is Air France’s new slogan, taken up in more modern visuals, closer to Air France products and services, while retaining the audacity and creativity that sticks with France.

A communication territory centered on the web, posters and the written press

The new campaign will mainly be available through internet visuals, on 4×3 billboards/bus shelters and in the written press. A radio campaign is also planned.

On the other hand, unlike its main European competitors, no television or cinema spot is planned for the moment, although this option is still considered in the event of a strong promotional need.

Images are available at the bottom of this article.

What do you think of this new campaign?

This new promotional campaign is very aesthetic, and represents both the products and services of Air France and the distant destinations offered at low prices.

On the other hand, the great forgotten of this campaign is the short and medium-haul network. If, of course, MiNi prices are represented, medium-haul products and services are neglected.

Also, despite Air France’s colossal investments in Digital, this effort is not valued in this campaign, despite the substantial contributions made to travelers in practice…

A campaign that will last?

Air France’s previous advertising signature lasted more than 10 years… How long will this new campaign last? If France is in the air is destined to persist, won’t these visuals go out of fashion quickly? The question remains open, and one can think that Air France will constantly renew its visuals.