Air France has unveiled a new advertising campaign designed to reinforce its strategy of moving further upmarket, highlighting the airline’s evolving premium experience alongside new onboard products and services.
From 8 March 2026 the carrier will return to television advertising in France, broadcasting its brand film first introduced in 2022. The campaign, developed with Aura by Omnicom, includes a series of eleven visuals and video formats that will roll out across France and several of Air France’s key international markets.
Central to the campaign is the airline’s creative identity built around the theme “Elegance is a journey. Air France.” In a striking new visual produced by photographers Sofia Sanchez and Mauro Mongiello, the iconic heroine in a flowing red dress is once again seen ascending the Eiffel Tower, her dress billowing in the wind. The image echoes the symbolism of the original film and reinforces the airline’s ambition to embody French elegance in the travel experience.
The visual will be prominently displayed throughout March on the façade of Air France’s headquarters at Paris Charles de Gaulle Airport, where a banner spanning more than 1,000 square metres will be visible from surrounding roads, airport terminals and even aircraft taxiways. It will also appear across outdoor billboards, shopping centres and digital platforms throughout France, with special installations featuring a 3D video format.
Beyond brand storytelling, the campaign places significant emphasis on new products and services designed to enhance the customer experience. Additional visuals created by photographer Clark Franklin and director Nans Noiron highlight a range of recent upgrades, including the rollout of complimentary high-speed Wi-Fi across the fleet and the introduction of a Sofitel MY BED mattress pad in the Business cabin to improve inflight comfort. The airline’s network strength is also featured, showcasing connections to more than 1,000 destinations via partners within the SkyTeam alliance.
Later phases of the campaign will spotlight further aspects of the Air France experience, from Michelin-starred cuisine created by leading French chefs and pastry chefs to carefully selected champagne served across all cabins. Airport lounges, the airline’s SkyPriority service and its Flying Blue frequent flyer programme will also feature prominently.
Throughout the campaign, Air France’s signature colour palette of deep navy, luminous white and flashes of red reinforces the airline’s identity and French heritage. By celebrating attention to detail both in the air and on the ground, the carrier aims to underline its ambition to deliver what it describes as a distinctly French travel experience — one that blends style, gastronomy and comfort as it seeks to position itself firmly in the premium segment of global aviation.