Air France’s new ‘boutique’ millennial airline

“With Joon, we have created a young and connected brand”
Air France has just launched Europe’s newest airline, Joon. With it, the 84-year-old company is now aiming at passengers aged 18 to 35.
Joon is not a low-cost carrier, Air France insists, but a boutique lifestyle-centric brand focused on design and digital technology.
“With Joon, we have created a young and connected brand that will give the Group a new impetus,” Dominique Wood, Air France EVP brand and communications, explained.
“Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience.”
Joon has an electric blue livery and uniforms the airline calls basic and chic. It will start medium-haul flights from Paris-Charles de Gaulle this autumn, then long-haul next summer.
The CEO is Jean-Michel Mathieu, formerly the group’s senior vice president for direct sales and services. The new carrier is part of the Trust Together project to find innovative ways to be more competitive in terms of cost, efficiency and customer service. More information about Joon is promised later in the year.
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