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Air France

Ruder Finn was retained by Air France to help the airline to generate coverage of its products and services in the U.S. market and to help to improve the airline's image with the media through a comprehensive media relations program.

Ruder Finn conducted a media audit to determine the general feeling among the business, aviation and travel media about Air France and the challenges that the airline needed to overcome in order to run a successful campaign.

 

 

OBJECTIVES

• Communicate the benefits of the Air France / KLM merger to both business and leisure travelers
• Capitalize on the NYSE listing with outreach to business media, communicating a strategy for growth and profitability
• Position Air France as the airline that makes the sky the best place on earth for both business and leisure travelers with in-flight enhancements and an expanded network
• Generate positive media coverage of special events

PROGRAM

• Develop a high-impact PR program that builds on the uniqueness of the offering, the momentum of the merger, the NYSE listing and roll-out of new products
• Refine the brand profile and create key communications messages to differentiate Air France from other airlines
• Strengthen relationships with key audiences nationally and in Air France's U.S. gateways
• Engage consumers and the media in the process through a series of special events
• Use the power of the Internet with consumer promotions

RESULTS

• In May 2004, Ruder Finn and Air France hosted a press event at Charles de Gaulle Airport to showcase Air France's new concept in air travel.
• Ruder Finn escorted media including Los Angeles Times, NY1, and the Washington Post to Paris to experience the Air France "New Travel Concept" and meet with cabin designers and key Air France senior executives.
• Media coverage is building potential audiences among both business and leisure travelers including The Wall Street Journal, The New York Times, Forbes and Fortune.
• In April 2005, Air France rolled out new uniforms designed by Christian Lacroix. Ruder Finn publicized Air France as the industry leader in the recent trend of big name fashion designers and secured coverage in Good Morning America, New York Post, New York Times, Wall Street Journal and style.com.