Air France Bistro

Air France is an established brand transporting customers to 328 destinations in 118 countries. However, despite operating 2,300 daily flights and having more than 27 million members in its frequent flyer program, Air France was battling Lufthansa and other carriers on the lucrative transatlantic routes. When Toronto was identified as a key market based on its growth potential, Tiff was quickly selected as the medium to reach the brand's target customer. The PR Department was hired to build a high profile activation on Festival Street, the hub to all TIFF activity. The Air France Bistro transported festival goers to a true Parisian experience. With initially only a 10x20’ footprint, TIFF loved the concept so much that after submitting the plans, they offered us an extra 200 sq. ft. at no extra charge, effectively doubling the initial allotted space. The activation included a 13’ Eiffel Tower as well as complete outdoor patio where guests were invited to enjoy gourmet French macaroons and de-alcoholised bubbly. Every detail was carefully curated to provide an authentic Parisian feel. Two promotions were offered to consumers on site throughout the four-day event, in order to increase AF’s database while reinforcing its travel routes: week-long 5-star vacations to Paris in the summertime, and a trip to Cannes' annual film festival. The contests were also promoted through social media to extend reach.