Air France reminds travellers what their flight could be like

You open what looks like an in-flight care package to find 50 feet of Sudoku puzzles on a tapelike roll, Champagne-flavored gummy candies and a scratch-and-sniff patch that smells like boeuf bourguignon. In a time of low-cost airlines, where your ticket might not include an edible hot meal or free access to electronic entertainment, the box reminds you of what could be if you shell out a little more on Air France. That’s the idea behind the airline’s new “Take a Chance or Fly Air France” campaign, which will begin showing up in American digital ad space this week. “We want to remind our clients and our future clients that there is another way to travel, even in economy, where everything is included,” said Dominique Wood, Air France’s executive VP of brand and communication. “You’ve got a very comfortable seat, you’ve got a hot meal and a full complement of entertainment, and if you can have it — if you’re the right age — a glass of French Champagne.” With cheap flights becoming increasingly popular, Air France’s campaign offers an image out of another era. The airline wants to let travellers know that flying does not necessarily have to be a bare-bones experience. And, Ms. Wood said, those ultralow fares are not always as cheap as they seem.<br/>