Air France Launches New Advertising Campaign Highlighting Brand and Services
Air France has introduced a new advertising campaign as part of its brand strategy and product updates. The campaign begins on 8 March 2026 and marks the airline’s return to television advertising in France.
The campaign includes eleven visuals and videos that will be gradually released across France and several international markets served by the airline. Developed in collaboration with the agency Aura by Omnicom, the campaign highlights elements of the airline’s onboard services, design approach and French cultural identity.
Campaign concept
The campaign builds on the brand message “Elegance is a journey. Air France.” It features a visual concept centred on well-known French imagery, including the Eiffel Tower and a flowing red dress, which serves as a recurring visual element in the airline’s advertising.
The imagery was created by photographers Sofia Sanchez and Mauro Mongiello, who also worked on the airline’s previous campaign launched in 2022. In the new visual, the central character is shown climbing the Eiffel Tower while her dress’s train moves with the wind.
A large-format banner displaying the campaign visual will be installed on the façade of Air France’s headquarters at Paris Charles de Gaulle Airport throughout March. The display, measuring more than 1,000 square metres, will be visible from nearby roads, airport terminals and aircraft taxiways.
The campaign will also appear on outdoor billboards, shopping centre displays and digital platforms across France.
Product and service highlights
Additional visuals in the campaign focus on new products and services introduced by the airline. These visuals were created by photographer Clark Franklin and director Nans Noiron.
The campaign highlights several elements of Air France’s onboard and ground services, including the rollout of free high-speed Wi-Fi across the airline’s fleet and the introduction of the Sofitel MY BED mattress pad in the Business cabin.
Other features promoted in the campaign include the airline’s network of more than 1,000 destinations available through SkyTeam partner airlines.
Future phases of the campaign will also focus on other aspects of the travel experience, including onboard dining created by French chefs, champagne service across cabins, airport lounges, the SkyPriority service and the Flying Blue loyalty programme.
Creative design elements
To illustrate these services, the campaign uses a series of visual installations and props designed by creative teams. These include a seat shaped like a Wi-Fi symbol, a large macaron representing pastry expertise, and a garment designed to resemble a quilt, symbolizing comfort during flights.
Other elements include an hourglass-shaped chair representing time spent in airport lounges and a layered skirt representing the airline’s network of destinations.
The campaign uses the airline’s brand colours of dark blue, white and red throughout the visuals, reflecting the company’s visual identity and connection to French culture.
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