Air France’s New Campaign Wants to Tell You That ‘France is in the Air’

Air France rolled out a new branding campaign this year as part of its ongoing celebration of its 80th year of flying.

Rather than looking to home for creative leadership, the airline turned to Argentine photographers Sofia & Mauro. The campaign doesn’t so much celebrate the joys of flying Air France as it seeks to establish a connection between flying and some iconic French places and concepts such as the Moulin Rouge or the Revolution. The photos would not look out of place as a fashion spread in a magazine, but they may not carry the brand message as well with the large global audience the airline is after.

The campaign has already rolled out across digital — including web and mobile — and print platforms.

“2014 is the year of Air France’s commercial offensive,” said Frédéric Gagey, Chairman and CEO of Air France, in a statement. “With the move upmarket of our products and services, the launch of new destinations, new ambition in terms of digital services as well as greater availability of our Mini fares.”

“This new campaign is a major investment in our brand. It was designed to support our sales and is part of the objectives of the Transform 2015 plan”