Air France’s elegant performance in the high market

EXCLUSIVE -To support its premium strategy, the airline is presenting its new campaign as well as a reinvented long-haul business seat. Le Figaro both were discovered in the preview.

France is in the air “: the signature carried by Air France for 7 years is known to all. We must now get used to reading” Flew in style “. The first advertising speech since 2015 for the company. And what better situation than the Eiffel Tower, the symbol of France if there is one, to send this message? A year after the film of the safety instruction on board highlighting France’s most iconic tourist spots and ending on the second floor of the Iron Lady, this opus produced by the agency Aura Omnicom evokes this time in the story of a climb.

That of a sparkling and determined woman, comprises the airline. Wearing a red dress with an infinite train, he slowly climbed the metal monument. Should there be a message there? “The rise of this young woman represents our promise to make beauty taller “, explains Figaro Fabien Pelous, director of customer experience at Air France. “We went through a very difficult time with air transportation. This beauty is because it is really embedded in our brand and I think it is important to have this pride and this desire to make Air France the most beautiful company in the world. »

Juliette Armanet’s stamp on Michel Legrand

Behind the camera, American director Brian Beletic. This short film specialist has shot numerous commercials as well as music videos, especially the Black Eyed Peas. And for the music, put on Michel Legrand’s universe with a cover on Mills in my heart Orchestrated again for Air France by composer Julien Jaouen. it “music composer on screen”as he describes himself, imagining a version of the song that is soft and powerful, which accurately consists of french touch. For that, a voice is needed. And who else but Juliette Armanet? In 2018, during the opening ceremony of the 71st Cannes Film Festival, the French actor performed this song composed by Michel Legrand for the film. The Thomas Crown Affairand was awarded an Oscar for best song in 1969.

The scenery is ready: an iconic tower, Oscar-winning music, rhythmic scenes symbolizing the company’s various strengths … Air France’s desire to position itself globally as a premium brand. This place full of poetry will be screened on television, in theaters and on the web tomorrow in Air France’s five strategic markets: the United States, Canada, Brazil, Italy and Germany. In France, its distribution will be 100% digital.

A new pattern of business travel

The new seat in the Air France Business

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And again from the Eiffel Tower unveiled by Air France on Tuesday, May 10 the new Business long-haul seat will be discovered aboard the Boeing 777-300 from this fall. For a higher level of comfort, the company revisited its iconic curved chair to offer a new version. It takes the concept of 3 “Fs”: Full Flatit comes in a really flat bed of almost 2 meters; Full Accesseach with direct access to the aisle and Full Privacyfor the best privacy.

The real innovation? A sliding door now allows you to completely privatize your own space, thus preserving the rest of the cabin. ” I think it’s important and it’s really part of Air France’s values ​​not to oppose closeness and closeness.Fabien Pelous argued. For trips for two, and if you’re sitting in the middle seats, you can easily lower the central partition to improve interaction with your travel companion. “.

Inside the seat, French aeronautics giant Safran manufactures: wool, brushed aluminum, full-grain leather… Air France favors noble, soft and natural materials for its manufacture. Good news, technology has improved and the wheelchair has a large 4K high definition anti-reflective screen (17.3 inches) with noise-canceling headphones, a new Bluetooth connection that allows you to use your own headphones and multiple USB C and USB A Sockets A detail already visible on the A220, each seat is embroidered with a red accent, the brand symbol.

We want to be a premium company, offering the highest level of comfort, gastronomy and service.

Fabien Pelous, Director of Customer Experience at Air France

On the floor, a navy blue carpet with a herringbone effect, a nod to Haussmann parquet floors. ” We have completely redesigned the cabin compatibility of all our aircraft and we will create this homogeneity throughout the fleet with this fair recognition and symbolic Air France blue.

But that’s not all: the customer experience director also announced the change to the entire cabin. ” In the Premium Economy example, we will put the same seats as what is on the A350 (built with European equipment manufacturer Recaro, editor’s note), where our customers say they have the highest level of comfort compared to the shell seats we have in history.These seats offer a 124 degree seat. We didn’t have a bed seat in the Business cabin, but 124 degrees was what we offered a few years ago in Business. We want to be a premium company, offering the highest level of comfort, gastronomy and service. “. It seems to be going well. The sense of hospitality in France that makes the teams unique has already been rewarded in 2022: Air France was voted best company of the year for customer relations, for the seventh time in a row that moment.

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