Air France markets all-inclusive airfare instead of unbundled prices
Creative advertising can still be fun to see in retrospect, but it’s no longer necessarily the best way to attract customers.
With cheap flights becoming increasingly popular, Air France’s campaign offers an image out of another era. The airline wants to let travelers know that flying does not necessarily have to be a bare-bones experience.
American low-cost airlines do not compete directly with Air France, but they use some of the same advertising techniques that its less-expensive international competitors do.
Fare-based advertising has been a popular tactic for decades, but as travelers have become more price conscious, in part because researching cheap tickets has never been easier, they sometimes gloss over the fine print. Many ultra-low-cost carriers charge extra fees for services like selecting a seat before departure, checking a bag and receiving onboard drinks and snacks.
Henry Harteveldt, the founder of Atmosphere Research Group and a former marketer at a number of airlines, said Air France’s and Frontier’s marketing strategies were both good examples of how airline advertising has changed over the decades.
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