Abstract
Air France has always worked on its brand and on its image, which is closely linked to the French image all over the world. The French are well known for elegance, refinement, know- how, and good manners and these qualities are always conveyed through the advertising campaigns of Air France. Air France tries to lead people to dream! In 1999, Air France launched a new advertising campaign in collaboration with the famous agency Euro RSCG. The advertising campaign cost 15Million. In this campaign, Air France shows travel pleasure, a lot of values like well being, refinement, and serenity. It permits people to stop making airline travel in ordinary airlines and to fly with Air France.
