TORONTO — Everyone is marketing to the Millennials and now Air France is the latest to aggressively target this market with a specific product, namely a brand new airline called Joon that Air France says is aimed at “the millennials (18 to 35 year-olds), whose lifestyles revolve around digital technology”.

Air France says Joon will start on medium-haul routes out of Paris-Charles de Gaulle in fall 2017 and expand to long-haul service in 2018.

Details about destinations and fares will become available this fall.

Air France said the new brand “has been entirely designed to meet their requirements and aspirations, with an authentic and connected offering that stands out in the world of air transport.

“Joon will not be a low-cost airline as it will offer original products and services that reflect those of Air France. Joon is a lifestyle brand and a state of mind. Short, punchy and international, the name Joon is designed to address a worldwide audience. Its visual identity is based on an electric blue colour code symbolizing the airline’s dynamic attitude, as well as the sky, space and travel.”

“We started with our target customer segment, the millennials, to create this new brand that means something to them,” said Caroline Fontaine, VP Brand at Air France. “Our brief was simple: to find a name to illustrate a positive state of mind. This generation has inspired us a lot: epicurean and connected, they are opportunistic in a positive sense of the word as they know how to enjoy every moment and are in search of quality experiences that they want to share with others. Joon is a brand that carries these values.”

“With Joon, we have created a young and connected brand that will give the Group a new impetus,” added Dominique Wood, EVP Brand and Communications at Air France. “Designed for our millennial customers, it will offer more than just a flight and a fare, it will offer a global travel experience. We’ll provide a further update in September, with more details on the brand’s content, products, services, destinations and range of fares.”

There are now more Millennials in North America than any other generation. Air France is the latest but certainly not the first to market a product so specifically to one demographic, and it won’t be the last.

U by Uniworld, Uniworld’s river cruise brand for Millennials, is now available to book with the first itineraries sailing in spring 2018.

Virgin Voyages, another cruise line targeting Millennials, has signed on for three vessels with its first ship scheduled to debut in 2020. For the first ship, Virgin Voyages says it will offer a range of Caribbean itineraries to ports that deliver “unique and very social experiences”.