All Nippon Airways unveils ad campaign ‘Japan Elevated’
All Nippon Airways (ANA), Japan’s largest 5-Star airline, has unveiled a new campaign called ‘Japan Elevated’ aimed at affluent millennial international travelers.
In the lead up to the 2020 Summer Olympics in Tokyo, ANA is aiming to deepen their commitment to the U.S. market and travelers. As well as reinforcing its image as a world leader for international travel.
The effort includes a series of 30 second, 15 second and 6 second videos. It will appear across a range of online media, created by VMLY&R New York, ANA’s U.S. agency of record.
“ANA is unique in the airline category, delivering an experience that brings people the fine quality of Japan in a way that is uniquely authentic and inspiring,” said Mika Hayama, Director, PR & Branding of the Americas. “Our flights give passengers a glimpse of the extraordinary by giving them the ability to experience Japan before they even arrive. We are excited to partner with VMLY&R to launch this campaign, which brings to life the dreamlike experience of travelling with ANA.”
The Japan Elevated campaign marks the first work for the brand from VMLY&R New York following winning the business in late 2017. Y&R picked up the account of the brand’s agency of record and have been working to grow All Nippon Airways (ANA) in the U.S. market via research and brand strategy in addition to creative development.
“Millennial travelers are a critical audience, and the U.S. is a new key market for ANA,” said Jason Xenopolous, North American chief creative officer, VMLY&R. “These types of travelers tend to enjoy authentic experiences. As a premium airline in Japan with #1 status, we wanted to help increase the awareness of ANA for Americans, so they look to select it for their next flight”.
VMLY&R’s creative and media teams seamlessly came together to collaborate on this campaign. The shop handled all media efforts to further drive awareness of ANA to their millennial target. Media partners include: Condé Nast Traveler, Expedia Group, Out Traveler, Matador Network, The Daily Podcast, The New York Times and iHeart Radio.
“The concept had me at “dream in the sky.” I am very selective with my choice in commercial projects…but it was great to work with a client and agency that were willing to push the commercial boundaries stylistically and keep the artistic integrity of the original concept,” said Phillipa Price, Director.
Price has been the visionary force behind music videos and live performances for Pharrell, Alicia Keys, Drake and Rhianna among many more including directing Rhianna and DJ Khaled’s show-stopping Grammy performance in 2018. Additionally, with a keen fashion focus, she created an editorial spread in Hunter Magazine and has worked with Stella McCartney on three unique campaigns for her line.
Today, ANA operates a modern fleet from 11 North American gateways, New York, Washington DC, Chicago, Houston, Seattle, San Francisco, San Jose, Los Angeles, Honolulu, Vancouver and Mexico City. ANA presents the most convenient trans-Pacific connections between North America, Japan,and every major city in Asia.
For the extended version of “Japan Elevated” please visit: https://www.youtube.com/watch?v=QWVjzR2fdTA
Contact: for All Nippon Airways, Alena Meyerovich, 310-704-0681, firstname.lastname@example.org
Following the “Inspiration of Japan” high quality of service, ANA has been awarded the respected 5-Star rating every year since 2013 from SKYTRAX. ANA is the only Japanese airline to win this prestigious designation six years in a row. Additionally, ANA has been recognized by Air Transport World as “Airline of the Year” three times in the past 10 years – 2007, 2013 and 2018, becoming one of the few airlines winning this prestigious award for multiple times.
ANA was founded in 1952 with two helicopters and has become the largest airline in Japan, as well as one of the most significant airlines in Asia, operating 80 international routes and 118 domestic routes. ANA offers a unique dual hub model which enables passengers to travel to Tokyo and connect through the two airports in the metropolitan Tokyo, NARITA and HANEDA, to various destinations throughout Japan, and also offers same day connections between various North American, Asian and Chinese cities.
ANA has been a member of Star Alliance since 1999 and has joint venture partnerships with United Airlines, Lufthansa German Airlines, Swiss International Airlines and Austrian Airlines.
Besides the full service and award winner carrier ANA, the ANA Group has two LCCs as consolidated subsidiaries, Vanilla Air Inc. and Peach Aviation Limited. The ANA Group carried 53.8 million passengers in FY2017, has approximately 39,000 employees and a fleet of 263 aircraft. ANA is a proud launch customer and the biggest operator of the Boeing 787 Dreamliner.
For more information, please refer to the following link. https://www.fly-ana.com