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Air France Launches Striking New Paris 2024 Olympics Campaign

Air France has kicked off a new advertising campaign. This campaign showcases France as a welcoming host for the Paris 2024 Olympic and Paralympic Games, underlining its emblematic status as a beacon of French heritage and excellence.

Air France has launched a promotional campaign featuring a young woman wearing make-up in the French flag colors: blue, white, and red. With a welcoming greeting, the 39,000 Air France employees express their pride in welcoming visitors to France.

Renowned French make-up artist Carole Lasnier crafted the make-up on the young woman, working for over four hours to create a flag waving in the breeze. French photographer Olivier Rose captured the final portrait, bringing his well-known meticulous attention to detail to the project.

The campaign uses the image of the woman’s face to represent France, evoking the symbolic Marianne and the French Republic. She greets visitors in several languages, including French, English, Chinese, Japanese, Brazilian Portuguese, Spanish, and Italian. As visitors arrive in Paris, her image welcomes them, and it continues to accompany them throughout their stay.

“We are committed to embodying the French art of hospitality, underpinning Air France’s raison d’être and forming an integral part of its DNA”, stated Fabien Pelous, Air France’s SVP of Customer Experience. “With this campaign, we are reaching out to the world to uphold the tradition of hospitality that our staff perpetuates every day with an unwavering focus on elegance and attention to detail. The values of openness, courage, and pride that are characteristic of the Olympic discipline provide a formidable creative playground and are perfectly in line with our brand territory. They will be the common thread running through all our communications around Air France’s partnership with the Paris 2024 Olympic and Paralympic Games”.

A Friendly Greeting at Paris-Charles de Gaulle and Paris-Orly Airports

Travelers will notice the campaign upon arriving at the airport. Giant displays will greet them in the passenger terminals at Paris-Charles de Gaulle and Paris-Orly. The campaign extends into Air France’s lounges across France. Billboards near competition venues in Paris, Marseille, Lyon, and Nantes will also draw eyes. This summer, a vast advertisement will cover Air France’s headquarters at Paris-Charles de Gaulle. The advertisement, over 1,000 sq.m, will be seen from nearby roads, terminals, and taxiing aircraft.

Air France will launch the campaign in the press and online media, targeting publications that cover the Olympic Games highlights and international magazines for visitors, including a “special Olympic Games” English-language guide from l’Equipe. The marketing team will produce short, catchy videos for social media to enhance the campaign and drive its viral spread.

Air France’s marketing agency has created this new campaign to embody the airline’s advertising slogan, “Elegance is a journey. Air France.” The campaign will reach customers and staff across the company’s various sites.

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