AIR FRANCE SETS OUT TO WIN THE HEARTS OF THE WORLD WITH LAUNCH OF NEW ADVERTISING CAMPAIGN

Bangkok--November 25--Air France Launching its new global communications campaign in Asia next month, Air France has set itself a straightforward target: “Winning the Hearts of the World”. “Embodying the ambitions of the new-style Air France, the new advertising campaign is a blueprint for our growth into one of Asia’s top five preferred airlines by the turn of the century,” Mr. Bernard Aubreton, Air France’s General Manger for Thailand, Cambodia, Laos and Myanmar, explained. “We aim to win the hearts of the world by prioritising the quality of customer service and our philosophy of individual passenger choice.” The new campaign encompasses print and television advertisements that will be seen throughout Asia Pacific from December. It was launched at a total investment of 100 million francs worldwide for Winter 97-98. Signifying a radical departure from previous communications campaigns, Air France sought a global agency to lead its image re-launch and separated creative and media buying functions. Following competitive bidding by leading international agencies, US firm Ammirati Puris Lintas was selected to create the new campaign. The communications strategy also employs a more efficient and cost-effective approach to media-buying, exclusively through Mediapolis, represented in Asia by Euro RSCG. “The three-year campaign we have designed for Air France seeks to communicate human warmth. It avoids the conventional language of air travel communications,” said Sandi Kornberg, managing director, Lintas Asia. “To speak to the individual, you must speak from the heart. The goal is to win over everyone’s hearts in order to conquer the world.” The new television campaign features the voice and directorial talents of French cinema star Jeanne Moreau. All of the short films she has created for the campaign are accompanied by an original musical score written specially for Air France to use in all its communications. The creative concepts explored in the television advertisements will also be reflected in the print campaign. Each print ad will also contain a discreetly concealed heart. “Previously, individual markets and regions had their own agency and thus their own “look”. Air France is now assured of a consistent global brand image that speaks directly to our customers in each market,” added Mr. Aubreton. “Supporting our growth plans for the region, each market in Asia selects the advertisements that will most appeal to their audience.” In the next three years, Air France aims to further increase its capacity for the Asian markets by 40%, while focusing on personalising its service for Asian travellers. Air France operates flights to 15 destinations throughout Asia with daily flights to Bangkok, Tokyo, Hong Kong, Singapore and Osaka (jointly with Japan Airlines). Flights from Bangkok to Paris leave at 22:50 and arrive the following morning at 5:40 am at Paris’ Charles de Gaulle airport. Flights from Paris to Bangkok leave at 19:40 and arrive at Don Muang the following day at 12:50 noon. For more information, contact: Burson-Marsteller Duangkamon Isarapandh Tel: 252-9871-7 Fax: 254-8353 --End.

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