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Air France-KLM

Air France-KLM

Company: Air France-KLM

Brand value: US$644 million

Headquarter city: Paris

Industry: Airlines

Year formed: 1933

Air France is the country’s flag carrier, serving 328 destinations in 118 countries. The airline was government owned until the late 1990s, and in 2003 merged with Netherlands-based KLM to form one company operating two distinct brands. Air France was one of the founding members of the SkyTeam alliance of airlines. Air France sets itself apart from the growing number of budget airlines in Europe by focusing on premium service and innovation. It seeks to provide a refined and relaxed passenger experience in a way that is distinctly French. A strategic repositioning of the brand to compete with Asian and Middle Eastern airlines led to the “France is in the Air” campaign, launched in 2016, which is based on “l’élégance à la française”. The campaign links with new aircraft for long-haul routes, newly designed cabins, and restaurant-style meal services on board. The company initiated a cost-reduction program in 2015, which has caused tension between the airline and staff unions that has resulted in strikes. In mid-2017, Air France announced the launch of a new airline brand, Joon, targeting digital-savvy millennial consumers on medium-haul routes. Air France KLM is listed on the Euronext exchange.