Air France has an aggressive advertising strategy in China. From statistics gathered from China’s National Advertising Database and other sources, it appears to be the highest spending foreign airline in China in terms of media placement.
Air France’s advertising creative is very consistent: blue sky always takes up at least two thirds of the whole page to highlight their idealistic slogan: ‘making the sky the best place on earth’.
Air France is fond of using sexy French girls to catch readers’ attention. But the newest creative is slightly different: two guys take place of sexy girls. In one recent ad to promote its business class that was published in the Beijing Morning Post, two guys carry a flat bed next to a swimming pool.
By Ben Marcom