Launched in a test phase during summer 2024, Air France Holidays is a new and constantly evolving package holiday offer. The website provides flexible "dynamic packages" for stays in … read moremore than 400 destinations at highly competitive prices, available year-round. To introduce this new offering across France, Air France is unveiling a distinctive advertising campaign created by Aura by Omnicom.
According to an OpinionWay study conducted for Air France with a representative sample of the French population*, 72% of French people currently feel the need to "disconnect," and 61% believe that taking a vacation is the best way to reward themselves for everything they have accomplished during the year. Emphasizing the need to disconnect from a hectic daily life marked by alarms, calls, meetings, and notifications, the campaign encourages people to reward themselves with a great vacation at the best price. As a nod to the French artistic movement of pointillism, icons from everyday professional and personal apps come together as a collection of colorful dots to form the ideal vacation destination. Four visuals emerge, depicting different types of vacations such as paradise beaches, city breaks, tropical getaways, and relaxing stays in hotels with pools. Distinct from Air France's traditional communication style, this campaign aims to reach a new audience by creating a dedicated brand.
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