In the past few years millennials seem to be the focus of travel companies, with many crafting ‘hip’ products to attract them and their dollars, among them funky hotels and service apartments as well as designed tours.
Air France takes this a step further by launching an airline, called Joon that it says is aimed at a young working clientele, aged 18 to 35, “whose lifestyles revolve around digital technology.”
The legacy carrier stresses that Joon is not a low cost carrier, but instead it is a life style brand focused on design and digital technology.
“With Joon we have created a young and connected brand that will give the (airline) group a new impetus,” said Dominique Wood, EVP brand and communications at Air France. “Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience.”
Joon’s visual identity is based on an electric blue colour code symbolising the airline’s dynamic attitude, as well as the sky, space and travel, said Air France.
Electric blue will also be the theme colour for the flight attendants stylish livery that the airline describes as “basic and chic”.
Electric blue, Joon’s dominant colour theme
The new airline will start operating medium-haul flights from Paris-Charles de Gaulle airport this autumn, followed by long-haul flights in summer 2018.
Jean-Michel Mathieu, who has spent most of his career with the Air France and Air France-KLM group, is appointed CEO of Joon.
“The creation of a new airline is a historic moment in many ways. Joon is another step in the deployment of the Trust Together strategic project,” said Air France CEO Franck Terner. “Its creation will improve the profitability of the Air France Group, enabling it to reduce its costs and ensure the sustainability of its business model.”
‘Trust Together’ is Air France-KLM’s new initiative aimed to help the company become more competitive in terms of costs, efficiency, and customer service.
More details on the airline’s brand content, services, destinations, and fares will be available in September.
• View the Joon promotional video below.
• Images and video credit: Air France
