Air France - France Is In The Air

Air France - France Is In The Air

Connecting the high-brow art experience with aviation marketing, Air France has chosen the exhibition route to engage with its audience and potential customers. The initiative, titled ‘Air France, France is in the air ,’ is an expo that unveils the airline’s new cabin ‘La Première ,’ along with other new products and services via a touring exhibition that will ‘pop up’ in Shanghai, New York, and Paris.

The first exhibition took place in Shanghai from May 8th-11th, and, according to the sentiment on Twitter, was a huge success. “Already 2,000 visitors in 2 days!” exclaimed a Twitter user. A live feed of Instagram and Twitter posts with the tag #airfranceexpo appears on Air France’s event website, which displays a plethora of users engaging in the exhibition. Each event is free of charge and open to the public, allowing for maximum exposure and a fun-inclusive nature. The high-brow aspect of the initiative is evident by the choice of venue for each of these exhibits. In Shanghai, the event was hosted at Three On the Bund, the citys finest lifestyle and food destination. In New York, the exhibit will take place at Center 548, where haute-couture fashion has staged runways, and art shows have decorated the walls. And the final destination will be appropriately hosted in Paris at the Grand Palais. The two remaining exhibits take place in New York from June 26th-28th, and in Paris from September 20th-21st.

A mobile app is also available for download to enrich the experience for exhibit participants and offers functionality such as photo and message sharing and access to exclusive content.