Flying Blue, the frequent flyer program of Air France-KLM, has unveiled an unusual new brand film that I kind of love.
“Travel, is it only a matter of distance?”
Usually frequent flyer programs try to convince you that you should want to travel. After all, the reason frequent flyer programs are so successful is because they reward people with one of life’s greatest joys, which is travel.
In a new 90-second film, Flying Blue tries to challenge the notion that you need to go anywhere to “travel.” As the inspiration behind the film is described:
Today, more than ever, travel can take on an infinite number of forms: we are capable of going to the edge of the world to reveal what is hidden within us, but also of being transported to another universe without moving an inch.
The film alternates between images of grandiose landscapes and more intimate moments, taking the viewer on a multitude of journeys: physical, emotional, imaginary…
You can see the film here:
The film is incredibly well produced — I love the scenery, the narration, and the message. And it’s totally true — “travel” can take on many forms, and doesn’t have to involve getting on a plane (or on a train, or even in a car).
Speaking of airline films, I also adore Air France’s brand film from 2019:
What’s Flying Blue’s angle here?
Why is Flying Blue trying to convince you that there are ways to “travel” without going anywhere? Well, the loyalty program is trying to highlight how it has more than 500 partners, including airlines, hotels, car rentals, shopping, and cultural experiences.
As it’s explained, Flying Blue’s twofold mission is to enrich the air travel experience and offer new opportunities to earn and spend miles on a daily basis.
While more ways to earn and redeem miles is always a good thing, personally it’s only the earnings side that interests me — I love earning miles for everyday purchases, but rarely is it a good deal to redeem miles for anything but air travel.
In general this video reminded me a bit of KLM’s 2019 ad campaign encouraging people to fly less and more responsibly:
Again, that’s an unconventional angle for an airline to take.
Flying Blue’s new brand film highlights how you can “travel” without getting on a plane, or even going anywhere. While it’s a rare angle for a loyalty program to take in an advertising campaign, it’s intended to highlight all of the ways to earn and redeeming Flying Blue miles.
What do you make of Flying Blue’s new brand film?