French Skyteam carrier Air France has christened its new lower-cost airline, which was previously known as the Boost project, as 'Joon' and named Jean-Michel Mathieu as CEO.
With pilot backing for the startup recently secured, Joon will launch this autumn, initially operating medium-haul flights from Paris-Charles de Gaulle, before branching out to long-haul routes in summer 2018.
The new airline will be led by Air France-KLM veteran Mathieu, who has spent most of his career with the group in network, revenue management, digital services and customer relations.
Joon is aimed at young working millennials, aged 18 to 35. "We started with our target customer segment, the millennials, to create this new brand that means something to them. Our brief was simple: to find a name to illustrate a positive state of mind," Air France VP-brand Caroline Fontaine said.
Air France said digital technology will play a large role for the new brand; however, the company added: "Joon will not be a low-cost airline, as it will offer original products and services that reflect those of Air France."
The underlying desire to funnel more passengers back to Air France is clear. "Joon is Air France's complementary younger sister, which will also inspire its customers to travel with its elder sibling," Air France said.
At strategic level, Air France is hoping to use Joon to fend off low-cost competition on short- and long-haul routes, as well to win market share back from its Gulf-carrier rivals.
"Joon is another step in the deployment of the Trust Together strategic project. Its creation will improve the profitability of the Air France Group, enabling it to reduce its costs and ensure the sustainability of its business model," Air France CEO Franck Terner said.
Air France said further details about Joon, including the airline's product, network and prices, will be revealed in September 2017.
ATW Daily News
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