Air France 90 Years of Elegance dress model

90 Years of Elegance

Air France


The Opportunity

In October 2023, Air France celebrated its 90th anniversary, providing an opportunity for the airline to highlight what makes it unique among all airlines: the French art de vivre. This “je ne sais quoi” is recognized worldwide and is particularly appealing to premium international customers.

As the first airline to feature dishes created by top French chefs and to operate a supersonic aircraft, Air France has consistently been at the forefront of its time, showcasing the best of French expertise on the international stage. Since its inception, designers, illustrators, chefs, architects, decorators, and creators have allowed the brand to provide its customers with a unique travel experience.

The Solution

TBWA\Paris aimed to celebrate the airline’s 90th anniversary with the avant-garde spirit that has consistently defined it, by showcasing the uniqueness of the Air France experience to international clientele.

They created a meta-work of art featuring five dresses, inspired by 90 years of collaboration with the greatest French talents: architects, artists, designers, creators, chefs, and more.

This piece was more than fitting for a premium brand with such a rich heritage. It took center stage in an exceptional 360° campaign across 10 countries and significantly contributed to Air France’s turnaround in 2023.

The Results

Media impressions
Air France visitors

The campaign was particularly well-received, with exceptional approval scores ranging from 88% to 97% in the 10 key markets where it was launched. Advertising recognition scores were also above the norm.

In just two months, the opinion of Air France has risen by an average of 4 points in these strategic markets. In 2023, Air France welcomed 27% more visitors and achieved the highest turnover in its history. From a strategic perspective, it has proven its relevance in supporting Air France’s premium-focused strategy: 7 to 9 out of 10 people believe that it projects the image of a premium airline and a top-of-the-range experience.