What's Happening?
Air France has partnered with CNN International Commercial (CNNIC) to sponsor CNN Business coverage of the World Economic Forum in Davos 2026. This collaboration marks the first time the airline and CNNIC have
joined forces on a branded content campaign. The focus of the campaign is to promote Air France's newly unveiled first-class experience, La Première, which emphasizes luxury, exclusivity, and French elegance. The campaign will run from January 12th to 28th, 2026, and aims to connect with CNN's influential audience of global C-suite leaders. The initiative includes an immersive page showcasing the La Première experience, from private ground journeys to luxurious in-flight suites and gourmet offerings by leading French chefs.
Why It's Important?
This partnership is significant as it provides Air France with a platform to reach a high-profile audience during a major international event. By aligning with CNN's coverage of Davos, Air France positions itself as a premium travel option for global decision-makers. The campaign invites these leaders to consider La Première as an alternative to private aviation, potentially influencing travel preferences among high-net-worth individuals and business executives. This move could enhance Air France's brand image and market share in the luxury travel sector, especially as discussions about the future of travel are prominent at Davos.
What's Next?
Air France will gain premium exposure through exclusive takeover moments on CNN's homepage and the CNN Davos hub on January 19th, the opening day of the Forum. This ensures maximum visibility at a time when global attention is focused on Davos. The campaign will also extend its reach through targeted social media engagement on platforms like LinkedIn, Instagram, and Facebook, aiming to connect with high-net-worth individuals and business decision-makers. The success of this campaign could lead to further collaborations between Air France and media outlets, as well as influence future marketing strategies in the luxury travel industry.
