Air France-KLM Group is launching a new airline, Joon, which will be "aimed at Millennials."
In a press release that read like satire, or at best a cry for help—it was headlined "YOUNG AND CONNECTED… DISCOVER JOON!"—Air France-KLM Group and its executives dropped buzzwords marketers use to reach for the 18-to-35 set.
The new carrier will offer "a global travel experience," proclaimed one VP, whatever that means. Another gave a backhanded compliment to her target market, describing them as "opportunistic in a positive sense."
"Joon is a lifestyle brand and a state of mind," the release read. "Short, punchy and international, the name Joon is designed to address a worldwide audience."
The airline will be distinguished by its "electric blue" logo and uniforms that "will be inspired by the new fashion codes, basic and chic." The CEO of Air France proclaimed the announcement "a historic moment."
Not disclosed in the release: airfares or routes.
Air France-KLM Group says it will reveal more in September, but given that the release claims Joon will cater to those "whose lifestyles revolve around digital technology," it's a safe bet that cabins will contain upgraded entertainment systems and outlets for charging devices. Which, it must be said, are things that every generation enjoys, not just millennials.
So many questions.
1. Is Air France saying young people wouldn't enjoy flying Air France?
2. Exactly what, besides pretty colors and a one-syllable name, makes an airline uniquely millennial?
3. Will Joon loyalty miles be honored by Air France or KLM?
4. Is Air France being renamed Air France For Old People?
5. Will this airline go the way of Song, a similar "lifestyle brand" stab at pop culture (custom cocktails, in-flight workouts—but with an electric green logo) by Delta Air Lines that lasted only 36 months despite promotional tie-ins with NBC's The Apprentice? Its resources were ultimately absorbed back into the parent brand.
Joon will start flying around Europe from Paris' Charles de Gaulle Airport starting this fall, and as-yet-unspecified long-haul flights will begin a year later, in the fall of 2018.