Client: Air France
Project: Launching Air France’s Paris-Panama Route
Industry: Aviation & Travel
Location: Worldwide
In 2013, Air France launched its first direct flight from Paris Charles de Gaulle to Panama City’s Tocumen International Airport, marking a significant milestone in connecting Europe with Latin America. As Panama’s rapid economic growth and strategic location made it a rising hub for intra-Latin American travel, the new route aimed to boost tourism and investment in the region.
Hilo was tasked with developing a PR & Communications Campaign to successfully introduce and position the Air France brand in Panama, ensuring maximum visibility for the new route.
Approach
- Strategic PR & Media Relations
- Developed compelling press releases announcing the new route and highlighting Air France’s expansion strategy.
- Engaged with local and international media to secure widespread coverage.
- Positioned the flight as a key connection between Europe and Latin America, benefiting both tourism and business.
- Exclusive Media Engagements
- Coordinated high-profile interviews with Air France executives to discuss the significance of the new route.
- Organized press conferences and media events to celebrate the inaugural flight’s arrival in Panama.
- Localized Brand Positioning
- Tailored messaging to emphasize Panama’s growing economic influence, linking it to Air France’s global expansion.
Highlighted the country’s GDP growth (9% in 2012, 11% in 2011) to showcase the strategic importance of the Paris-Panama route.
Approach
- Strategic PR & Media Relations
- Developed compelling press releases announcing the new route and highlighting Air France’s expansion strategy.
- Engaged with local and international media to secure widespread coverage.
- Positioned the flight as a key connection between Europe and Latin America, benefiting both tourism and business.
- Exclusive Media Engagements
- Coordinated high-profile interviews with Air France executives to discuss the significance of the new route.
- Organized press conferences and media events to celebrate the inaugural flight’s arrival in Panama.
- Localized Brand Positioning
- Tailored messaging to emphasize Panama’s growing economic influence, linking it to Air France’s global expansion.
Highlighted the country’s GDP growth (9% in 2012, 11% in 2011) to showcase the strategic importance of the Paris-Panama route.
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The Results
- Successful Media Coverage: Secured major press features in both local and international news outlets, ensuring widespread visibility for the launch.
- Market Penetration for Air France: Positioned the airline as a leading European carrier in Panama’s growing aviation landscape.
Stronger Air-France-Panama Relations: Fostered engagement between government, business leaders, and tourism stakeholders, strengthening the route’s long-term success.
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