Air France made this announcement:
As part of its move upmarket, Air France is today unveiling a new brand video embodying its ambition to offer its customers the best of France and take elegance to new heights.
This video tells the story of an ascent, that of a bubbly, strong-willed woman, an elegant allegory to the airline. Wearing a red dress with an interminable train, she slowly climbs the Eiffel Tower, the iconic symbol of France the world over.
We see the heroine ascending the metal structure, dashing up its many staircases with grace and ease. A consecutive sequence of scenes, each in turn symbolizing the company’s many special qualities, evoke the airline’s universal art of hospitality, offer of French haute cuisine on board its flights and the special attention given to its younger travellers throughout the trip.
At the top of the tower, she crosses an imaginary and enchanting sea of clouds, evoking the special timeless moment that can only be experienced on board a plane. Her long train then ascends above the illuminated tower before metamorphosing into the red accent, the company’s brand symbol embodying its excellence and expertise.
Elegance is a journey. Air France.
The video ends by revealing the company’s new advertising signature – “Elegance is a journey. Air France.” This signature embodies the values of Air France, its style, as well as its attention to others and to the planet.
The featured music is inspired by the iconic song “The windmills of your mind” by Michel Legrand, performed by French singer-songwriter Juliette Armanet. More than a simple cover version, this new version has been reorchestrated for Air France. This gentle and powerful song embodies French elegance with emotion.
A hymn to elegance
With this new brand video, the company once again breaks free from the codes traditionally used in the airline industry. The video evokes the French art de vivre that its customers around the world can enjoy day after day.
A certain “je ne sais quoi” that the world associates with France is illustrated in Air France’s expertise and art of travel. These precious values take elegance and refinement to new heights. With menus created by renowned French chefs, lounges imagined by world-renowned designers and architects, uniforms created by exceptional couturiers, and complimentary Champagne in all the cabins, Air France is raising the profile of French-style excellence around the world. For the airline, in addition to the expertise it offers, it also constantly strives to provide its customers with the most environmentally responsible travel experience possible.
Created by Aura by Omnicom, this video will be shown on TV and cinema screens and online from May 11, 2022 on 5 of Air France’s strategic international markets – USA, Canada, Brazil, Italy and Germany. In France, the video will be broadcast in a fully digital format. The campaign also features video clips promoting Paris as a destination, the company’s commitments to more responsible air travel, French fine dining, its Skytrax* awards, its Flying Blue frequent flyer programme and its La Première service.
Air France wishes to thank the Eiffel Tower Operating Company for its hospitality and the Paris Region Tourist Board for its support.
*Skytrax, international air transport rating agency.
In other news, Air France also made this announcement:
Air France is pursuing its move upmarket and is today unveiling its new long-haul Business seat, elegantly reasserting the French-style art of travel. Constantly evolving to offer the highest level of comfort, the airline’s completely redesigned iconic seat features even more enveloping curves and extra comfort.
This seat’s design is based on the 3 “F”s – Full Flat, meaning that the seat transforms into a real bed almost two metres long, Full Access, providing all passengers direct access to the aisle, and Full Privacy, ensuring optimal privacy. A new sliding door allows passengers to create a totally private space, out of sight from the other passengers in the cabin. To create a greater sense of privacy for passengers travelling together, the seats located in the centre of the cabin are now equipped with a central panel that can be lowered by pressing it down, thus creating a convivial space in which to make the most of the flight together. The seat also features a wide 17.3-inch 4K High-Definition anti-glare screen with a noise-reducing headset, a new Bluetooth connection allowing passengers to use their own headphones and several electric sockets.
As you board the aircraft, you are greeted by a backlit winged seahorse, embodying the company’s founding myth and rich history. The seat’s padding adds softness and a feeling of cosiness. Wool, brushed aluminium, full-grain French leather are the noble, soft and natural materials chosen by Air France for the manufacture of its seats. Each seat is also embroidered with the company’s trademark red accent.
Air France is thus introducing a new standard in this travel cabin. Progressively rolled out on 12 Boeing 777-300s as from September 2022, each aircraft will be equipped with 48 seats in Business class.
The company is also installing its latest Premium Economy (48 seats) and Economy (273 seats) seats on board these aircraft for optimum comfort. Each cabin is elegantly decorated in the brand’s signature colours: navy blue, white for light and contrast, and hints of red.
Named “Fontainebleau”, the first aircraft equipped with these new cabins and a WiFi connection will fly to New York-JFK this autumn.
Premium Economy and Economy, for optimal well-being
In the Premium Economy cabin, Air France is introducing its latest recliner-type seat model already available on its Airbus A350, while further improving its comfort. Each seat offers 96 cm legroom. The seat cushions have been redesigned and the navy blue herringbone fabric adds further softness. The seat back reclines to 124 degrees and has been widened to provide greater privacy. A new noise-reducing audio headset is integrated into the seat and is easy to use at any time during the flight. The seat also features USB A and C ports.
In the Economy cabin, the seats also meet the highest standards of comfort on the market. Each seat has a wide 43 cm seat pan, a 119 degree recline and 79 cm of legroom. The backrest is ergonomically designed, offering reinforced lateral support. It is also equipped with a USB A port.
The seats in these two cabins are equipped with a wide 13.3-inch 4K High-Definition screen with Bluetooth connection, ideal for enjoying over 1,000 hours of on-demand entertainment.
A more responsible catering offer
As a delectable interlude during the flight, Air France is committed to offering all its long-haul customers on flights departing from Paris a responsible dining offer with nutritrious French produce. In the Business cabin, France’s leading Michelin-starred chefs take turns to propose a selection of vegetarian dishes as well as refined meat, poultry and fish dishes. In Premium Economy, customers now enjoy a dedicated meal. In the Premium Economy and Economy cabins, the meals are systematically Nutri-Score A or B-certified.
By the end of 2022, on all flights departing from Paris, the company is committed to offering in all its cabins meat, dairy products and eggs of French origin, fish from sustainable fisheries, the systematic choice of a vegetarian dish and meals that are fully prepared in France. The company will also offer kids and babies’ menus made from fully-organic ingredients.
In addition, in its fight against food waste, Air France is also progressively introducing the option for customers to pre-select their hot dish in Business class prior to departure. This service combines the guarantee of customer choice and a more rational consumption. The company is also committed to recycling and eliminating 90% of single-use plastic items on board its aircraft by the beginning of 2023. To achieve this objective, Air France is continuing to develop eco-designed in-flight items that are manufactured from bio-based materials such as bagasse and celullose. Finally, items that can no longer be used on board are donated to charities.
Sustainable catering is part of Air France’s roadmap promoting more responsible travel. The company’s initiatives are grouped together under the the Air France ACT label.
Air France aircraft photo gallery: