The Wrap wonders if a new Air France-led global airline will ever take off… or pass the censors.

As share markets around the globe slump, investor confidence drains and the normally upbeat tourism industry begins to whisper the dreaded R word, the world’s airlines appear to be flying just above the US sub prime-induced turbulence.

Air France has announced that it wants to take on the world, although history tells us that France tried something like that once before and failed.

The French probably feel that as the world talks itself into recession, it might be a good time to splash out a few billion euros for some cheap airline assets.

Air France and its flying mate KLM hope to swallow Alitialia and then swoop on some of the spoils of the planned merger of Delta Air Lines and Northwest Airlines in the US.

After that they will turn their attention to China, where China Southern is seen as a potential global partner.

Australia’s Virgin Blue, whose majority owners are seeking a buyer, could provide the final link in the chain.

What will they call this new mega global airline?

France would demand the name starts with a capital F.

China would want a big C in there somewhere.

KLM would clamour to be recognised.

So, too, would Sir Richard Branson, who will doubtless argue that the UK should be recognised in the name because of its interest in Virgin Blue.

Delta would also insist on being in the mix.

So what should the name be?

FCUKD Airlines might not pass the scrutiny of the censors.

FCKD UK might be challenged by a certain clothing company.

And there’s the dilemma.

All the money in the world might buy you a global airline.

But would it buy you a brand and a name?

-by Ian Jarrett