Air France partners ‘Africa on the Square’ for ‘Visit Friends and Relatives’ campaign
Wednesday October 8, 2014 at 12:30pm
Air France has partnered with the Mayor of London to sponsor the first ever ‘Africa on the Square’, a free event taking place in Trafalgar Square on Saturday, October 11 2014. Air France is looking to build brand affinity amongst the UK's African communities, in particular the Nigerian community in London. The aim is to increase awareness of Air France as the go-to airline for those visiting friends and relatives in Africa. The partnership was created, planned and negotiated by media agency Maxus. Maxus identified ‘Africa on the Square’, which is organised by the Mayor, as an ideal opportunity for Air France to engage with the target audience in a meaningful way within a trusted environment. Event activities being planned by Maxus will invite the African community to discover more about the airline’s network to Africa and offer fun activities for the whole family. At the event, Maxus and Motion Experiential have created a dedicated Air France Friends and Family Hub, where brand ambassadors will invite festival goers to have their photos taken and then turned into personalised physical or digital postcards (which can be shared on their Facebook timelines). There will also be an opportunity to win a pair of tickets to Nigeria or another African destination within Air France’s African Network. Alongside this event, Air France has been running supporting print activity with African communities press since mid-September. Djamila Pethen, marketing and partnerships manager at Air France KLM in the UK & Ireland, says: “We value greatly the custom of the African communities. Our African network allows seamless travel to many destinations on the continent via our hub in Paris. Maxus has identified the perfect moment in the African cultural calendar to build trusted affinity with this audience. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event.” ‘Africa on the Square’ is one of many events being organised for the UK’s Black History Month, which runs for the whole of October and showcases the rich traditions and culture of Africa and how they have influenced the UK.