EXCLUSIVE – In support of its premium strategy, the airline unveils its new campaign and reinvented long-haul business seat. Le figaro spotted the two in the preview.
“France is in the air “: The signature that Air France has borne for 7 years was known to all. We will now have to get used to reading ” Soar in style “. The first promotional speech for the company since 2015. And what better setting than the Eiffel Tower, the symbol of France, if there ever was one to convey this message? A year after the film with safety instructions on board, depicting the most famous monuments of France and which ended on the second floor of the Iron Lady, this time this work by the agency Aura by Omnicom evokes the story of an ascent.
That of a radiant and determined woman who embodies the airline. Dressed in a red dress with an endless train, she climbs lightly onto the metal monument. Should there be a message? “The rise of this young woman represents our promise to let elegance fly higher and higher ‘ she explains Figaro Fabien Pelous, Director of Customer Experience at Air France. “We have gone through a very difficult period in aviation. That elegance is really related to our brand and I think it’s important to have that pride and desire to make Air France the most elegant company in the world. »
Juliette Armanet’s stamp on Michel Legrand
Behind the camera is American director Brian Beletic. The short film specialist has shot numerous commercials and music videos, especially for the Black Eyed Peas. And for the music, space in the universe by Michel Legrand with a cover by mills of my heart re-orchestrated for Air France by composer Julien Jaouen. That “Screen Music Composer”how he defines himself, has come up with a gentle yet powerful version of the song that embodies just that French touch. It took a vote for that. And who besides Juliette Armanet? In 2018, during the opening ceremony of the 71st Cannes Film Festival, the French artist performed this song composed by Michel Legrand for the film The Thomas Crown Affairand which won the Oscar for Best Song in 1969.
The scenario was ready: an iconic tower, Oscar-winning music, rhythmic scenes that in turn symbolize the different strengths of the company… Air France’s desire to position itself internationally as a premium brand. This spot full of poetry will be broadcast tomorrow on television, in cinemas and on the Internet in Air France’s five strategic markets: the United States, Canada, Brazil, Italy and Germany. In France, distribution is 100% digital.
A new business travel standard
Air France’s new business headquarters
And again from the Eiffel Tower, this Tuesday, May 10th, Air France presented its new long-haul business seat, to be discovered on board the Boeing 777-300 from autumn. For an even higher level of comfort, the company has redesigned its iconic curved seat to offer a new version. This takes up the concept of the 3 “Fs”: full apartmentit comes in a real flat bed of almost 2 meters; Full accesseveryone has direct access to the aisle and Full privacyfor optimal privacy.
The actual novelty? A sliding door now allows you to fully privatize your own space, preserving the rest of the cabin. ” I think it’s important and really one of Air France’s values not to oppose intimacy and convivialityargues Fabien Pelous. When traveling as a couple and occupying the center seats, you can easily lower the center divider to encourage interaction with your travel partner “.
Inside the seat made by the French aviation giant Safran: wool, brushed aluminium, full-grain leather… Air France has favored noble, soft and natural materials for its manufacture. Good news, the technology has evolved and the wheelchair will feature a large 17.3″ high-resolution 4K anti-glare screen, which is compatible with noise-cancelling headphones, a new Bluetooth connection that allows you to use your own headphones, and multiple USB-C and USB-A ports. A detail already found on the A220, each seat is embroidered with the red accent, the brand’s symbol.
We want to be a premium company that offers comfort, gastronomy and service at the highest level.
Fabien Pelous, Head of Customer Experience at Air France
On the floor a navy blue carpet with a herringbone pattern, a nod to Haussmann parquet floors. ” We have truly redesigned the cabin harmony of all our aircraft and will create this homogeneity throughout the fleet with this rather identifying and symbolic blue of Air France.
But that’s not all: The Director of Customer Experience also announces a change of the entire cabin. ” For example, in Premium Economy we will use the same seats as in the A350 (built with the device manufacturer Recaro in Europe, editor’s note), which our customers say offer the best comfort compared to the bucket seats we used to have. These chairs offer a 124 degree recline. We are not in the business cabin sleeping berth, but we offered the 124 degrees in the business cabin a few years ago. We want to be a premium company that offers comfort, gastronomy and service at the highest level. “. It seems to have gone well. The sense of French hospitality that makes the teams unique has already been rewarded in 2022: Air France was voted the best company of the year for customer relations for the seventh consecutive year.