Premium travel gets a makeover in Air France’s latest campaign

Air France has refreshed its premium brand campaign, Elegance is a Journey, originally created by TBWA\Paris to support the airline’s move upmarket.

The updated creative platform highlights French excellence and attention to detail across every aspect of the travel experience, from onboard comfort to ground services.

The airline has introduced a range of customer-focused enhancements, including free high-speed Wi-Fi, new mattress pads in the Business cabin, and complimentary champagne across all cabins. These offerings reinforce Air France’s commitment to elevating the travel experience for its passengers.

Visuals and films bring French savoir-faire to life

In collaboration with AURA by Omnicom, photographer Clark Franklin, and director Nans Noiron, Air France has produced 10 new visuals and films designed to express its promise of elegance. While maintaining the airline’s traditional blue, white, and red palette, the refreshed campaign places a bold emphasis on red to emphasize what makes the Air France experience distinct, both in the air and on the ground.

The creative team used bespoke props and designs to illustrate key pillars of the travel journey. Highlights include a seat shaped like a Wi-Fi symbol, a giant macaron showcasing French pastry expertise, and a quilted dress inspired by Business cabin bedding.

Additional visuals feature an hourglass-shaped armchair representing airport lounge relaxation, a skirt made of threads symbolizing Air France’s global network, a giant bow reflecting Flying Blue loyalty benefits, and a coat designed for two, evoking the airline’s Business class duo offer.

By combining artistry, design, and French craftsmanship, Air France’s refreshed campaign reinforces its premium positioning while celebrating the elegance and comfort that define its travel experience.

www.airfrance.fr

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