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 in Trafalgar Square tomorrow (11 October).
Through the event, which forms part of the Friends and Relatives campaign, Air France is looking to build brand affinity among the UK's African communities, in particular the Nigerian community in London.
For the event, Maxus, which negotiated the partnership, and Motion Experiential have created an Air France Friends and Family Hub, where brand ambassadors will invite attendees to have their photos taken and turned into personalised physical or digital postcards that can be shared on their Facebook timelines.
There will also be an 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 and Ireland, commented: “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.”
Alongside the Africa on the Square event, Air France has been running supporting print activity with African communities press since mid-September.