image for MOTION Experiential produce Air France experiential activation as they and the Mayor of London team up for Africa in the Square

MOTION Experiential produce Air France experiential activation as they and the Mayor of London team up for Africa in the Square

Published on Wednesday, 22nd October 2014
MOTION Experiential have worked with Air France forge a partnership with the Mayor of London to sponsor the first ever "Africa on the Square" festival

MOTION Experiential have worked with Air France forge a partnership with the Mayor of London to sponsor the first ever ‘Africa on the Square’ festival.

The free event took place amidst the historic surroundings of Trafalgar Square on Saturday 11 October. Air France’s aim was to build brand affinity amongst the UK’s African communities, in particular the Nigerian community in London. The aim was to increase awareness of Air France as the go-to airline for those visiting friends and relatives in Africa.
‘Africa on the Square’, was the ideal opportunity for Air France to engage with the target audience in a meaningful way within a trusted environment.

The event activities planned by WPP’s Maxus & MOTION Experiential invited the African community to discover more about the airline’s network to Africa and offer fun activities for the whole family.

At the event, Motion Experiential created a dedicated Air France Friends and Family Hub, where brand ambassadors invited festival goers to have their photos taken and create personalised physical and digital postcards that they shared on their Facebook timeline. There was also the opportunity to win a pair of tickets to Nigeria or another African destination within Air France’s African Network.

Djamila Pethen, marketing and partnerships manager at Air France KLM in the UK & Ireland, said: “We value greatly the custom of the African communities. Our African network allows seamless travel to many destinations on the continent via our hub in Paris. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event.”

The event was a huge success for Air France and helped reinforce Air France’s position as the No.1 airline to travel to Africa.