While originally briefed to create an exclusive press activation, the brand’s primary purpose was social media awareness as well as press visibility, to highlight Air France’s superior gastronomy.
Gradient proposed a multi-pronged approach with an elevated street activation for increased social media visibility and mass media awareness, followed by an exclusive multi-dining dining experience for lifestyle press. For five nights in Soho NYC, winning consumers, press and VIPs checked-in, luggage in hand, to enjoy an immersive dining experience inside a recreated plane fuselage, where they were treated to a gourmet Parisian-style meal curated by chef Daniel Bolud. Each night, one lucky couple was selected at random to instantly fly in business class to Paris and enjoy an unforgettable experience.
Total Media Impressions
TOTAL MEDIA IMPRESSIONS: NEARLY 100 MILLION
TOTAL INFLUENCER ENGAGEMENT: 6.5 MILLION