National and regional origins always played a part in the marketing and brand identity of legacy airlines. Whether it’s the understated professionalism of British Airways or the gracious Asian hospitality of Cathay Pacific or Singapore Airlines.
However, a balance has to be struck. If it’s forced too hard it can be overwhelming for international passengers. And for local passengers it can feel contrived, or plain cringe-worthy.
Air France has taken the concept of national carrier branding a step further with the strapline “France Is In The Air”.
Following a print campaign last year, Air France has launched a new TV advertisement which will be shown in France as well as Italy, Brazil, the United States, China and Japan: