Air France has long been catering to Millennial luxury travelers with a half a million strong Instagram following and reliance on quirky, fun imagery mixed with product messaging. In their latest move to deliver a more authentic and local experience, the brand has partnered with Babette de Rozières, a celebrated Guadeloupean chef.
The brand ambassador program focuses on injecting traditional Caribbean cuisine on select luxury routes and is the latest move to leverage superstar chef brand equity. The multi-award winning chef, culinary TV host, author, and restaurateur has created three unique dishes that will be rotated throughout the program.
The dishes are colorful, engaging, and practically guaranteed to be showing up on Instagram any moment now. The program itself was created and is being run at a relatively low cost thanks to support from partners including the Guadeloupe Islands Tourist Board. It’s a simple, but shoe-in case study on how a global brand can deliver added authenticity and social engagement in local markets.