Sometimes I wonder about the airline industry. Today is one of those days, with the Air France launching a new brand called “Joon”.
Joon Logo – Image, Air France.
I’m honestly not making this up. Here’s the promo line:
Joon is especially aimed at a young working clientele, the millennials (18 to 35 year-olds), whose lifestyles revolve around digital technology. This new brand has been entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.
So, an airline for millennials. I dread to think where this is going.
Here’s the promo video.
— JOON (@weflyjoon) July 20, 2017
Air France also say that Joon will not be a low-cost airline – rather it will offer original products and services that reflect those of Air France.
The airline goes on to say that Joon is a lifestyle brand and a state of mind. I’m… umm… not sure what to say to be honest to that…
Everyone in blue.
There’s a lot of electric blue in the colours it seems. And it shows also in how it’s going to paint up its planes. Expect EuroWhite… and Electric Blue.
So from this, we can see Joon will be operating a mixture of aircraft – Airbus A320s for short haul operations, whilst using A340-300s and A350s for long haul segments.
Going onto the quotes, get ready for spin.
Caroline Fontaine, VP Brand at Air France states:
“We started with our target customer segment, the millennials, to create this new brand that means something to them. Our brief was simple: to find a name to illustrate a positive state of mind. This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values”
Meanwhiles, Dominique Wood, EVP Brand and Communications at Air France states
“With Joon, we have created a young and connected brand that will give the Group a new impetus. Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience. We’ll provide a further update in September, with more details on the brand’s content, products, services, destinations and range of fares!”
So, will this be Air France’s answer to LEVEL, Vueling, Norwegian and many others? It seems so if it’s targeting “millennials”. Least of all this will be about reducing costs and boosting income rather than anything else – as well as pulling passengers in that may want to skip the traditional Air France look and feel.
Joon will spin up services in the autumn of 2017, with long haul services due to start in summer 2018.
We will find out in September what Joon’s big plans are as well as it’s planned network – but for now, there’s a lot blue and white to think about.
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