Trade body Pays d’Oc IGP Wines Interprofessional Organisation has partnered with Air France to run adverts for the Pays d'Oc wine region on the airline's flights.

The organisation, which represents wine producers in four Languedoc-Roussillon departments - Pyrénées-Orientales, Aude, Hérault and the Gard – said earlier today (14 August) that two three-minute films will be aired on Air France flights between now and December. Around 8m passengers are expected to fly with the airline before the end of the year.

Financial details behind the tie-up were not disclosed.

“We have developed this new strategy to share with Air France passengers our enthusiasm for Pays d’Oc wines and show the … passion of the denomination’s winegrowers,” said Florence Barthès, Pays d’Oc IGP MD.