Airline group Air France KLM is stepping up its campaigns promoting its trans-Atlantic flights for both brands as the Open Skies agreement nears.
Air France will begin flying direct from Heathrow to LA at the end of March and will also operate code-share flights to Atlanta, Georgia and New York with US airline Delta.
KLM is to start flights to Detroit, Minneapolis and Seattle in conjunction with Northwest Airlines.
The campaigns for the new routes will be the first to be undertaken by the brands since Air France KLM finalised its new joint management team for the UK & Ireland late last year.
Air France will step up its promotion of the LA flights with a leafleting campaign at Paddington station between March 10 and 14, targeting travelers using the Heathrow express.
It will also continue with its outdoor campaign using the strapline “Experience it with a French touch”, developed by agency Euros, that includes taxi wraps and print ads.
KLM is set to unveil ads created by Tribal DDB for its new Detroit and Minneapolis routes next week.
Air France and KLM merged in 2004, but continue to operate as two distinct brands with separate advertising agencies, although media for both is handled by MPG.
Under the open skies agreement between the US and the EU, which comes into force in March, any EU-based airline can fly from any city within the EU to any city within the US, and vice-versa.