P&C Global Practices: Corporate Performance, Digital Transformation, Strategy & Innovation
Reinforcing Heritage Through Timeless Elegance
For nearly a century, one airline has defined the essence of airborne sophistication: a seamless blend of French refinement, haute couture, and innovation. To commemorate its 90th anniversary, this iconic carrier sought to craft an immersive, multi-platform campaign that not only honored its storied past but positioned it as the standard-bearer of aviation elegance for the future.
In partnership with P&C Global, the airline launched “S’envoler en toute élégance” (90 Years of Elegance), an ambitious initiative designed to resonate with premium travelers, luxury brand connoisseurs, and high-net-worth individuals. This campaign leveraged historical prestige, modern luxury experiences, and a cinematic storytelling approach to reinforce the airline’s global stature. More than a celebration, it was a strategic move to bolster the airline’s positioning as the epitome of French excellence in the skies.
Luxury, Innovation, and Cultural Heritage Converge
P&C Global’s expertise in Strategy & Innovation played a pivotal role in shaping the campaign’s strategic vision, ensuring a seamless blend of heritage storytelling and future-facing brand positioning.
P&C Global spearheaded the end-to-end campaign strategy, ensuring that each element reinforced the airline’s pillars of innovation, luxury, and French savoir-faire. The campaign unfolded across multiple dimensions:
- A Bespoke Fashion Showcase: In a high-profile collaboration with Paris Opera Ballet’s Xavier Ronze, five couture dresses were crafted to symbolize the airline’s legacy in aviation, gastronomy, haute couture, global connectivity, and architectural innovation. These garments, displayed at Galeries Lafayette’s iconic storefront, underscored the airline’s distinct blend of heritage and modernity.
- Immersive Storytelling & Experiential Marketing: The airline transformed Galeries Lafayette into a living museum, curating live runway shows featuring vintage flight uniforms, an interactive aviation-themed retail space, and an exclusive collection of anniversary memorabilia that fused historic artifacts with contemporary French design.
- Cinematic Excellence: At the heart of the campaign was a visually stunning anniversary film, directed by Killian Lassablière. This three-minute feature seamlessly wove together historical footage, behind-the-scenes aircraft maintenance sequences, and haute couture visuals to encapsulate 90 years of airborne elegance. The film was showcased across the airline’s in-flight entertainment systems, lounges, social media platforms, and digital channels—reaching millions of viewers globally.
- Strategic Alignment with La Première: The campaign strategically complemented the airline’s upcoming relaunch of La Première, its ultra-premium first-class experience. With P&C Global leading the development of La Première, the campaign functioned as a precursor to its debut, reinforcing its French haute couture-inspired design, Michelin-starred gastronomy, and personalized luxury service.
Unparalleled Global Reach and Impact
Leveraging a multi-channel distribution strategy, the campaign achieved extraordinary visibility:
- 495 million+ media impressions worldwide
- Social media engagement surged by +647,000%, positioning the airline among the most talked-about brands during the campaign
- Brand favorability increased by ~4 points across key global markets
- The campaign’s immersive retail presence attracted thousands of visitors daily, ensuring direct engagement with affluent travelers
This success translated into tangible business outcomes, contributing to a record-breaking year for the airline, with a 27% surge in passenger traffic and the highest revenue figures in its history. While industry-wide recovery played a role, the campaign’s impact in revitalizing brand perception and attracting high-net-worth travelers was undeniable.
A Masterclass in Luxury Branding & Storytelling
In an industry where heritage campaigns are often retrospective, P&C Global helped this airline execute a forward-thinking strategy—one that fused its historical prestige with aspirational luxury branding. Unlike British Airways’ centenary campaign, which leaned into nostalgia, or Emirates’ innovation-led branding, this campaign distinguished itself by intertwining haute couture, culinary excellence, and aviation artistry into a single, cohesive narrative.
By aligning this milestone celebration with La Première’s forthcoming relaunch, P&C Global ensured that the campaign was not merely a retrospective homage—but a compelling statement of intent for the future of ultra-luxury air travel.
Partner with P&C Global to Elevate Your Brand Legacy
Luxury is more than a product—it’s an experience, a narrative, and an aspiration. P&C Global empowers leading brands with transformative strategies that resonate with high-net-worth consumers, drive prestige positioning, and deliver measurable impact. Elevate your legacy with a world-class branding strategy—connect with our experts today.
