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Getting toehold as world-class

Published on .

Air France has launched a nearly $14 million global campaign as the airline seeks to evolve its image from that of a flag carrier to a major world-class airline, while keeping its French values of gourmet cuisine and culture. Theme line of the print (and TV campaign is "Making the sky the best place on earth." A plane always appears in the ad, but its small size symbolizes its vocation to serve. The customer is always at the heart of the message, with the consumer dreaming of flying Air France. The advertising is from Euro RSCG BETC, Paris, which won Air France's $39.2 million global account in June.
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