Air France // La Première
The new La Première suite from Air France – the epitome of luxury air travel – was due to be launched in November 2015 in South-East Asia. It was a special opportunity for the brand to stand out in a region that is known for its highly competitive airline market.
Insight
Our insight was that very few people ever get the chance to travel first class. It’s an extremely rare luxury for most.
So, while we couldn’t give everyone a first class ticket, we could give them an experience that came very close …
Idea
To place the La Première suite inside the Singapore Flyer, the largest observation wheel in Asia. Within our specially designed capsule, our guests could truly experience the art of travel – including sampling dishes from the La Première menu – while soaring 165 metres above the city skyline.
The event was covered by major media outlets including Channel NewsAsia, Singapore Tatler, Bloomberg, Business Times, Robb Report, Luxe Society Asia, AsiaOne and Indonesia’s NET TV. From a tiny budget, we generated an estimated S$300,000 worth of PR value over just three days.
