Air France, Paris, tapped Euro RSCG Babinet Erra Tong Cuong to handle its $39.2 million global account. With the move, Euro RSCG Worldwide
reclaims an account it lost in 1997 to Ammirati Puris Lintas. New TV and print advertising is set to break in September aimed at bolstering Air France as a brand as well as increasing top-class traffic on North Atlantic routes by 20%. Air France earns half its operating profit from business travelers, though it has only 5% of the trans-Atlantic market.
Copyright June 1999, Crain Communications Inc.