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Maxus creates partnership between Air France and the Mayor of London

8 October, 2014


For ‘Visit Friends and Relatives’ campaign

LONDON — Air France has forged a partnership with the Mayor of London to sponsor the first ever ‘Africa on the Square’, a free event taking place amidst the historic surroundings of Trafalgar Square on Saturday 11 October. Air France is looking to build brand affinity amongst the UK's African communities, in particular the Nigerian community in London. The aim is to increase awareness of Air France as the go-to airline for those visiting friends and relatives in Africa.

Maxus created, planned and negotiated the partnership with the Mayor of London – an association which aims to build stronger relationships between the Air France brand and the African community.

‘Africa on the Square’
Maxus identified ‘Africa on the Square’, which is organised by the Mayor as an ideal opportunity for Air France to engage with the target audience in a meaningful way within a trusted environment.

Event activities being planned by Maxus will invite the African community to discover more about the airline’s network to Africa and offer fun activities for the whole family.

‘BIG Hello from London!’ digital postcards
At the event, Maxus and Motion Experiential have created a dedicated Air France Friends and Family Hub, where brand ambassadors will invite festival goers to have their photos taken and created into personalised physical or digital postcard that can be shared on their Facebook timeline. There will also be an opportunity to win a pair of tickets to Nigeria or another African destination within Air France’s African Network.

Alongside this event, Air France has been running supporting print activity with African communities press since mid-September.

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. Maxus has identified the perfect moment in the African cultural calendar to build trusted affinity with this audience. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event.”

Vince Amato, account manager at Maxus, said: “The right partnership positions a brand effectively at front of mind amongst its core consumers. We are creating a range of activities inviting festival goers to find out more about Air France’s flight network in a rich, relevant and memorable way, positioning them as the number one carrier of choice for travel to Africa.”

‘Africa on the Square’ takes place in Trafalgar Square, London on Saturday 11 October, coinciding with Black History Month and showcasing the rich traditions and culture inspired by Africa.

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.

Maxus UK clients include L’Oreal (the largest media account in the UK for the last 5 years) BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget.

Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year. In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012) to become the 8th largest media agency in the UK (source: RECMA).

Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit

Twitter: @maxuslondon

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the fastest growing global media network for the last five years (source: RECMA). For more information visit

About Air France
Air France was founded in 1933, recently celebrating its 80th Anniversary. Air France takes pride in providing customers with the most sophisticated travel experience, including award winning gastronomy and in-flight entertainment. The airline’s motto remains “Making the sky, the best place on earth”.

UK and Ireland passengers can conveniently depart with Air France from 10 airports to the world: Aberdeen, Birmingham, Dublin, Edinburgh, Exeter, London Heathrow, London City, Manchester, Newcastle and Southampton.

Air France’s passengers experience hassle free travel with seamless connections at Paris-Charles de Gaulle Airport, Europe’s most powerful hub with over 25,000 connecting opportunities every week.

In 2013, Air France and KLM carried 77.3 million passengers to a network of over 200 destinations in more than 100 countries.

Flying Blue, Air France KLM’s award-winning frequent flyer programme, has over 21 million members, of which 775,000 are in the UK.

Air France KLM and their partners Delta and Alitalia offer North America-bound travellers the most extensive trans-Atlantic network with more than 250 daily flights.

Air France and KLM are members of the SkyTeam alliance which has 19 member airlines and offers customers access to a global network of over 15,500 daily flights to 1,000 destinations in 187 countries.

Social Media: Twitter: @AirFranceUK

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