I am also an airline
Air France is pushing into the low-cost market with Joon. And wants to do everything differently. The branding and the communicative appearance make the start.
From December 1, 2017, Air France will fly all flights to Porto, Lisbon, Barcelona and Berlin with its new subsidiary Joon, which was unveiled on Monday. These are routes that are mainly dominated by low-cost airlines and on which Air France therefore also wants to get involved with a low-cost brand.
As the world is not waiting for another low-cost airline along the lines of Ryanair and Easy Jet, Air France is doing everything it can to be different. And to stand out in the competitive market of dumping price flights. They want to be everything - but not a budget airline.
Joon is aimed at millennials, offers organic food, a trendy entertainment system, convenient options for traveling by car. Free drinks, up to two meals on long-haul flights. An important part of the eye-catching branding: the crew wear white sneakers with their sailor-like suits.
Only time will tell whether the concept of the high-quality hipster budget airline will work. The specialist portal Aero.de, for example Provides questions this. And notes that the sneaker concept is not - as emphasized at the press conference on Monday - a first in aviation, but has already been used by the American Southwest Airlines for 20 years.
Nevertheless, the look created by BETC Paris is refreshing. Perhaps it will bring Joon luck. The airline will need it in these times. Because it is - in addition to all branding and marketing - "also an airline". (hae)
