Developed by local independent digital agency Section, the campaign is aimed at portraying Paris as an ideal travel destination thanks to Air France’s daily direct flights from Singapore.
Launched last month, the campaign is centred around a Facebook game app that quizzes users on iconic Parisian imagery. The campaign also features content marketing, social media ads and newsletter blasts. In addition, bloggers were flown to Paris a week before the campaign was launched.
For Air France, this represents the start of a long-term strategy to appeal to a younger demographic.
Low Ying Ting, social media coordinator for Air France KLM Singapore, noted that this is the first time Air France is working with a digital agency to explore social-media acquisition.
“Section surpassed all the other agencies that came forward to pitch for our project and we settled with Section without a second thought,” she added.