Developed by agency Motion Experiential and media firm Maxus, Air France’s experience will include a dedicated Air France Friends and Family Hub, where brand ambassadors will invite visitors to have their photos taken. These will be turned into personalised physical or digital "Big hello from London!" postcards that can be shared on guests’ Facebook timelines.
There will also be a chance for guests to win a pair of tickets to Nigeria or another destination within Air France’s African Network.
The French airline’s partnership with the Mayor of London’s office, which is behind Africa on the Square, was also negotiated by Maxus. The agency said the venture will aim to build stronger relationships between Air France and the African community, particularly in Nigeria.
Djamila Pethen, marketing and partnerships manager at Air France KLM in the UK & Ireland, said: "We value greatly the custom of the African communities. Our African network allows travel to many destinations on the continent via our hub in Paris.
"Maxus has identified the perfect moment in the African cultural calendar to build trusted affinity with this audience. We’re delighted to be aligning ourselves with such an esteemed partner as the Mayor of London to deliver this event."
Vince Amato, account manager at Maxus, added: "The right partnership positions a brand effectively at the front of minds among its core consumers. We are creating a range of activities inviting festival-goers to find out more about Air France’s flight network in a rich, relevant and memorable way, positioning them as the number one carrier of choice for travel to Africa."
Telecoms group Lebara and The Voice, which describes itself as Britain’s favourite black newspaper, will also sponsor the event. Other activities planned at Africa on the Square include performances of traditional music from Nigeria, Morocco and Somalia, a west African drumming circle, acrobats, a fashion show from Africa Fashion Week London and a talent competition.
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