Case Studies Inframerica

Brasilia – Paris Charles de Gaulle (Air France)

The challenge

Airlines have traditionally prioritised Rio de Janeiro and Sao Paolo as their Brazilian destinations to the detriment of the country’s federal capital, Brasilia. ASM was appointed by Brasilia International Airport’s owner, Inframerica, to attract an airline which would recognise both the short and long-term growth potential of the Brasilia market.

Results

After a 12-month period of negotiations, Air France launched a new service between Paris Charles de Gaulle and Brasilia on Mondays, Wednesdays and Fridays. The flights are operated by a Boeing 777-200 with 309 seats – 35 are business class, 24 are premium economy and 250 are economy.

The service adds a sixth international route to Brasilia’s network and a second route to Europe. It enabled the expansion of Air France’s network with onward flights to over twenty Brazilian destinations through a codeshare agreement with local low cost carrier, GOL.

How?

ASM’s route analysis revealed that traffic between Brasilia and Europe was increasing and that France was the largest unserved market. There were around 27,000 indirect passengers travelling between Brasilia and France and demand for a Paris route in particular was growing.

Air France was identified as a suitable carrier for a direct service to Paris and a much-needed second connection to Europe. Brasilia does not have any slot or capacity restrictions and this was emphasised as a key selling point during negotiations with Air France. An analysis of the optimum aircraft and the frequency and scheduling of services addressed the logistical issues which a new route would face.

In addition, the airline’s existing codeshare partnership with Brazilian carrier, GOL, meant that it would be possible to offering connecting services to other Brazilian destinations – a significant advantage which would enable Air France to further extend its network.

ASM carefully prepared the case for a new route and negotiated with Air France at the airline’s head office in Paris. The process lasted for around a year until the new service was announced in the spring of 2014. The route is viewed as a strategic highlight for Brasilia which has acted as a catalyst for further air service development.