Throughout its existence, Air France has utilized advertising posters to provide more than just information regarding traveling. By working with artists and designers, Air France has visually presented destinations as experiences customers can visualize prior to booking a flight. Air France’s collection consists of over 1000 posters, and most include a combination of aviation images with artwork/national symbols/landscapes/typeface.
One aspect of the posters that I believe is particularly successful is that most do not require extensive text. Destinations may be depicted by recognizable shapes/colors/cultural references, etc., while the Air France name ties the destination to air travel. This transforms the poster from merely announcing availability of flights into an invitation to experience another country or culture.
As I see it, this provides an opportunity for Air France to relate itself to French creativity and elegance. An effective way of branding Air France is that it is selling an experience of travel that appears artistic/international/French.
Image credit: Image from Wikimedia Commons
Multimedia: Air France advertising campaign
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