IMC in the Air
While speaking of Integrated Marketing Communication, the idea that emerges the most is: Convergence, Coherence and Consistency. I think this reflects this approach purpose or goal.
This is largely facilitated by not only the development of digital technology, but above all of the tools and their performance. Seems the tools are the same and can be used by everybody , or each competitor , the way they are structured , combined and adjust make a huge different in the way the Brand purpose and pillars are addressed ,and how those the chosen platforme matches with the target audience.
Airfrance is probably one of the most prestigious brands in aviation. Reminiscent of the idea of the French Touche, it largely conveys the codes of French luxury, which makes it unique. You can have several airlines, which cover the same destinations at the same of better price , but there is only one Airfrance, that can deliver the Airfrance experience.
At Airfrance, the journey starts from the first contact, whether in an agency or at the counter, but most often on its website.
Indeed, the airfrance website is a place of convergence of several services ranging from general information, to sales and especially discovery. Yes, I say the discovery, of the airfrance universe with its particularities, its uniqueness, universe which is made up of its welcome, its equipment, its crew, its on-board service and its destinations.
The elements of the site are relayed in a general or particular way on other platforms, in particular facebook or instagram and widely popularized by email campaigns. All with the same consistency or above all convergence. A piece of information or an element may be highlighted on one platform more than another because of the target or the particularity of the platform, and one platform may promote another. Generally, web platforms will encourage the usage of the applications.
All these elements, which are coupled with the customer experience of airfrance, both on board and at the physical location outside of travel, strengthen the attachment of customers and the elements of perception that give them the impression of sharing the prestige of the company or of saying that it is a privilege to travel with airfrance.
This little extra gives the impression that the customer feels valued by his airfrance experience, and that it meets his deep aspirations, unconfessed or unexpressed.