In a pitch to millennials and “young and connected” travelers whose on-the-go lifestyle revolves around digital technology, Air France has a new airline for you—Joon, launching this fall.
“Joon is more than just an airline,” Air France states in an introductory blog post. “It provides a complete, innovative and offbeat experience to those who believe travel extends beyond the aircraft.”
“Spontaneous, keen on new experiences and absolutely digital. An impromptu city break or a fun roadtrip halfway around the world? A co-working session only 2 hours away from Paris, or a sunny getaway? Joon knows how to please those for whom travel is part of their everyday life.”
Joon will offer medium-haul flights from the Charles de Gaulle airport in Paris starting on October 29, followed by long-haul flights starting next summer.
The cabin crew’s uniform is trendy and chic—and très Français with its stripes and Yves Klein blue—while the name Joon is intended to be ‘short, powerful and international’ and work on the global stage.
Joon’s visual identity is based on an electric blue color symbolizing the airline’s dynamic attitude, as well as the sky, space and travel.
Air France cautions that “Joon will not be a low-cost airline as it will offer original products and services that reflect those of Air France.”
“We started with our target customer segment, the millennials, to create this new brand that means something to them,” Caroline Fontaine, VP Brand at Air France explained.
“Our brief was simple: to find a name to illustrate a positive state of mind,” she added. “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.”
“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!” said Dominique Wood, EVP Brand and Communications at Air France.
Joon’s CEO, Jean-Michel Mathieu, has been involved in developing the new airline from the beginning. He spent most of his career with the Air France and Air France-KLM group, particularly in the Network, Revenue Management, Digital Services and Customer Relations sectors.
“The creation of a new airline is a historic moment in many ways,” says Air France CEO Franck Terner. “Joon is another step in the deployment of the Trust Together strategic project. Its creation will improve the profitability of the Air France Group, enabling it to reduce its costs and ensure the sustainability of its business model.”
While it’s not marketing Joon as a lower-cost carrier, Air France is seeking to reduce costs to compete with Gulf carriers on long-haul routes and budget carriers on short-haul routes including European carriers such as Easyjet and Gulf airlines such as Emirates.
Joon was announced after creation of a new airline was agreed to by pilots earlier this week in a move that saw the Air France CEO praise their “spirit of responsibility.”
The pilots agreed to the launch on condition they would receive the same pay and conditions and Air France-KLM CEO Jean-Marc Janaillac said the agreement was a “balanced compromise that serves the interest of the company and all its employees.”
Joon is a big bet that appealing to a generation with bold, almost 1960s-like design, is the smart way to go. And until launch, they can stay connected with the brand on Twitter, YouTube and Instagram.