In its capacity as an official partner of the Paris 2024 Olympic and Paralympic Games, Air France has unveiled a new advertising campaign which it says has been designed 鈥渢o proudly welcome all the national delegates traveling to Paris and France to celebrate the special events鈥. The Olympics will run from July 24 until August 11, 2024, with the Paralympics running from August 28 to September 8, 2024.
With exactly 100 days to go before the start of the Paris 2024 Olympics, and millions of tickets already sold for the 329 medal events across 32 sports, Air France is hoping that the new campaign will both highlight the Games themselves and promote the carrier精东影业 presence on the global stage.聽聽聽聽
The new campaign features a young woman wearing make-up in the colors of the French flag as its centerpiece, accompanied by a welcome message from the 39,000 Air France staff which reads, 鈥淧roud to welcome the world to France鈥.
The special make-up used to create the young woman精东影业 facial look was the handiwork of celebrated French make-up artist Carole Lasnier, who has worked with some of the biggest names in global fashion. According to a statement issued by the carrier, more than four hours of preparation were needed to realize the reimagined version of the French Tricolore upon the model精东影业 face. It has been designed to resemble the French national flag 鈥渂illowing in the wind.鈥澛犅
The portrait of the model featured in the campaign was captured by well-known French photographer Olivier Rose, who has an international reputation for his attention to detail.
According to the airline, 鈥淭his image of a woman精东影业 face is used by the company to symbolize France and Air France. In a nod to the allegories of Marianne and the French Republic, this young woman will welcome the world and visitors at every stage of their journey, with a message in French, English, as well as in their own language, with slogans translated into Chinese, Japanese, Brazilian, Spanish and Italian.鈥
The woman精东影业 image is intended as the first point of contact for visitors as soon as they arrive in the French capital. The campaign has been coordinated so that the image will accompany international visitors to Paris 2024 throughout the Olympic festivities.
The promotional campaign will be visible from the moment visitors arrive at the airports in Paris, with giant displays in all passenger terminals at Paris-Charles de Gaulle (CDG) and Paris-Orly (ORY). The images will be found in the airline精东影业 lounges across France, and on billboard posters near the competition venues in Paris.
The visuals will also adorn the main fa莽ade of Air France精东影业 headquarters at Paris-Charles de Gaulle airport, with an advertising tarp covering more than 1,000 sq m that will be visible from roads in the vicinity of the airport, the CDG passenger terminals, and directly from taxiing aircraft on the ground at the airport. Elsewhere, in other French cities hosting sporting events including Marseille, Lyon, and Nantes, the campaign will also feature heavily.聽It will also be deployed within the company, for staff to see posted around the company精东影业 various sites.聽
In addition to physical promotion, the campaign will also be rolled out extensively in global print media and online. The media campaign will focus on titles dedicated to the highlights of the Olympic Games, and international publications aimed at visitors, such as the 鈥淪pecial Olympic Games.鈥 Short videos destined for social media will be created to enhance the campaign and to encourage its 鈥渧irality potential鈥, according to the carrier.
Created by Air France精东影业 marketing agency, this new campaign is said to support the airline精东影业 current advertising slogan, 鈥淓legance is a journey. Air France鈥. 鈥淲e are committed to embodying the French art of hospitality, underpinning Air France精东影业 raison d鈥櫭猼re and forming an integral part of its DNA鈥, said Fabien Pelous, Air France精东影业 SVP of Customer Experience. 鈥淲ith 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.鈥
鈥淭he 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精东影业 partnership with the Paris 2024 Olympic and Paralympic Games鈥, Pelous added.聽
