I’m a huge fan of Air France’s marketing, or really am a huge fan of any time they highlight just how French they are. For example, Air France’s safety video is easily one of my favorite safety videos out there, because it’s just so, so, so French. Why shouldn’t you smoke on a plane? Because it’s simply not chic. Why should you wear your seatbelt? Because it will elegantly highlight your waistline. Do’h!
Or there’s this ad, which manages to be abstract while highlighting their industry leading first class product.
Or there’s this ad that was part of their “France Is In The Air” campaign. I’m not even sure what’s going on or what the message is, but it just seems so fitting for Air France.
Air France has just released their latest ad campaign, which has the tagline “Take A Chance Or Fly Air France.” The first ad is a 30 second slot that should be in US media in the coming weeks. The ad depicts two passengers. One is flying Air France and is enjoying 500 hours of films & shows, hot meals & drinks, and champagne service. The other passenger isn’t flying Air France, and is enjoying a 50 foot Sudoku puzzle, champagne-flavored gummies, and a scratch-and-sniff patch that smells like boeuf bourguignon.
Here’s the ad:
This is an interesting angle for them to take, though I’m not sure what I make of it.
To start, here’s how an Air France executive described the new campaign to the New York Times:
“We want to remind our clients and our future clients that there is another way to travel, even in economy, where everything is included,” said Dominique Wood, Air France’s executive vice president of brand and communication. “You’ve got a very comfortable seat, you’ve got a hot meal and a full complement of entertainment, and if you can have it — if you’re the right age — a glass of French Champagne.”
“We are quite convinced that most of the low-cost carrier’s clients don’t know that they pay nearly the same price when they travel with the low-cost company because when they have the luggage, the meal, the drinks, the entertainment, at the end of the day it’s very similar to the all-included price they could pay with Air France,” Ms. Wood said. “As we have the image of a quite premium airline, it’s not obvious for them to understand that.”
The reason I think they’re slightly missing the boat here is because I don’t think passengers need to be reminded that there is another way to travel. They certainly know that, and know that they can also travel in first and business class if they were willing to pay for it. People fly ultra low cost carriers because they’re looking for the lowest possible fare, and not because they’re looking for an airline serving champagne in economy. Furthermore, the ad talks about all these features, though short-haul flights certainly don’t have this kind of entertainment.
This ad also does little to differentiate Air France from their non-ultra low cost competitors. Lots of airlines offer free food and drinks and free entertainment, so the only thing setting Air France apart there is the free champagne in all cabins.
So not only do I find the message a bit confusing, but I also feel like they’re squeezing a lot into a 30 second slot to the point that it’s almost confusing.
What do you make of Air France’s new ad campaign?