The French airline company launched its new campaign with BETC. They decided to change the signature (before: “faire du ciel le plus bel endroit sur terre”) and it is now “France is in the air”. In its new brand strategy, the airline company decided to focus on it origins: France. However, this new signature is in English, in order to reach the international market.
This campaign features one of the most beautiful monuments in France: Château de Versailles. In the add print, you can see a plane landing on the gardens of the beautiful castle. This new campaign is accompanied by several prints, all explaining the different services of the company with audacity. The brand image has been totally modernized through this huge campaign.