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Desgrippes Gobé creates an experience site for Air France

Image and brand management agency Desgrippes Gobé repositions the brand in the mythology of flight and places Air France far ahead of its time. www.airfrance.com/experience



This new Internet site was launched on September 5, 2007 and showcases all Air France long-haul services onboard and in airports.



Discover the best of Air France

The stated goal of Air France was to make a site describing a real travel experience and reaffirm the brand’s excellence values: the French touch for welcoming, know-how and elegance.

The site will complement the commercial site and advertising media with images revealing the best of Air France: lounges and airport services, comfort, gastronomy and onboard entertainment.

A short film showing client benefits and imparting a tone to each class introduces each section: Espace Première, Espace Affaires, Alizé and Tempo.



Affirming the Air France brand style

Air France red is a symbol of privilege and invitation, it unfolds, appears and disappears along the way as transitions and animation introduces each class. These red strokes underscore the new Air France brand signature designed by Desgrippes Gobé as it is progressively permeates the entire brand expression territory.

The dominant white colour brings lightness and elegance as it highlights the images.



Architecture that combines information and emotion

This site provides ergonomy and emotion for visitors by combining a rigourous, varied architecture with rich-media content. Simple and clearly structured navigation gives web surfers a choice of path according to their desires.

The panoramic structure is broken down in a variety of layout principles from simple to full width visuals and multi-visual pages that show all details in closeup.

Integrated videos, interviews, animations or panoramic views set the pace of the visit and provide additional information in a light, unobtrusive manner.



The site is entirely developped with dynamic Flash to combine fluid navigation with simple updating. The modular architecture optimises the site for search engines and proposes in-depth links from other sites.

The Air France experience website is available in 5 languages: French, English, German, Spanish and Italian.



A site that is a prelude to travel

This new Air France site affirms the brand and valorises long-haul products and services. More than 200 photos, many taken recently on the latest generation aircraft emotionally accompany clients in their travels.



Internet strategy a long term partnership with Air France

Desgrippes Gobé has been Air France’s agency of record since 2001 for managing the graphic guidelines and ergonomy of all it’s Internet sites. In addition to the general public commercial site www.airfrance.fr that is available in 78 different versions for ticket sales and practical information, Desgrippes Gobé has designed the Air France

e-shopping, Industries, Emploi, and AF KL Cargo sites as well as the company’s intranets.

This 360° vision on the Air France Internet strategy allows Desgrippes Gobé to maintain an overall graphic consistency for all sites while tailoring each to their respective audiences.

In October the new onboard entertainment interface screens shall be launched with a mini-site showing clients what films will be available when they travel.



Creation: Desgrippes Gobé for Air France

Brand directors: François Caratgé and Alain Doré

Creative direction: Alain Doré and Laurence Defer

Consultants: Annette Klek and Guillaume Tirard



Site address: www.airfrance.com/experience





About Desgrippes Gobé

Founded in Paris in 1971 by Joël Desgrippes, the company expanded internationally when Marc Gobé opened the New York office in 1985. Desgrippes Gobé recognized the importance of a global network and opened offices in Belgium (Brussels) and in Asia (Tokyo, Seoul, Hong Kong and Shanghai).

Desgrippes Gobé’s reputation was first built on pertinent creations for prestigious brands in the luxury and beauty sector and was soon confirmed with know-how in sectors as diverse as services, industry, fast-moving consumer goods, pharmaceuticals, fashion, leisure activities, banking and insurance, transportation and tourism etc. working with prestigious clients such as: Air France, AOL, Coca-Cola, Fauchon, Club Med, LCL, Boucheron, Neuhaus, Société Générale, Unilever, and many more.

With group sales totalling 31 M$ US and with more than 145 employees throughout the world, Desgrippes Gobé is one of the world’s top 10 branding and design groups. The Desgrippes Gobé network offers services in every brand strategy field with multicultural teams made up of strategy and communication experts that are design, multimedia and architecture specialists.



For more information contact

Annette Klek: 33 (0)1 44 18 45 15 Cette adresse e-mail est protégée contre les robots spammeurs. Vous devez activer le JavaScript pour la visualiser.