Japan’s largest airline, All Nippon Airways (ANA), awarded H+K a new project to reach U.S. travelers through the multimedia campaign Welcome to Experience Class™, which will leverage key influencer partnerships and interactive content to redefine the experience of flying.
Following a highly competitive process, All Nippon Airways (ANA) selected Hill+Knowlton Strategies (H+K) as its partner to launch the U.S. campaign designed to expand the airline to a worldwide name in the travel sector. The “Welcome to Experience Class™” campaign highlights ANA’s notion to redefine “class” through the concept that everyone has access to its unparalleled award-winning, five-star in-flight accommodations, no matter where you sit.
With the new campaign, travelers will be able to immerse themselves in the ANA travel experience before they set foot on a plane through a video that offers a cultural look at Japan and in-flight amenities. Playlists inspired by Japanese culture and the in-flight experience will also be made available to travel enthusiasts through a partnership with Spotify.
In the campaign to be led out of the New York office, Molly O’Neill, executive vice president and head of the H+K U.S. marketing communications practice, and Marvin Singleton, executive vice president and head of the firm’s Dallas office, will activate the three-part influencer program, including the partnership with Spotify. For the first phase ANA will partner with globally renowned musician Steve Aoki to bring to life Asian culture – while in-flight and once you reach your destination. Aoki is one key to the project, and ANA will reveal the full campaign through an interactive microsite launching December 2016.
“At ANA we offer a truly unique travel experience that no other airline provides, but we’ve struggled to raise full awareness of our brand with the U.S. travelers,” said Tadashi Matsushita, Head of PR & Communications for the Americas, ANA. “As we continue to grow, it becomes imperative that U.S. travelers begin to choose ANA as their first choice for trans-Pacific travel. To achieve this, we needed a partner who is innovative and able to rise to the challenge. We found this through H+K and their Experience Class campaign.”
Jack Martin, Global Chairman and CEO of Hill+Knowlton Strategies, commented, “We are honored to play a role in this engaging partnership with ANA as its reputation is unprecedented, leaving room for only excellence. Their 60-year legacy of luxury will continue through creative collaboration and ingenuity.”
The influencer program is a one-year, digital communications project commencing immediately with a video to introduce the campaign. Utilizing H+K’s research arm, Research Data+Insights, as well as the H+K media software, Sherlock+, the team will produce a targeted strategy to increase reach and awareness among U.S. travellers. Group SJR will lead the campaign’s microsite design and development. Travelers can book their own ANA experience here or learn more about the Experience Class™ campaign as the airline reveals more details in the coming weeks.
ANA is the largest airline in Japan by revenues and passenger numbers. Founded in 1952, ANA flies today on 84 international routes and 119 domestic routes. The ANA group has 35,000 employees and a fleet of 250 aircraft. In FY2015, it carried 50.8 million passengers and generated revenues of 1.79 trillion Japanese yen. ANA offers trans-Pacific connections between Asia through the gateway of Japan and 10 North American destinations namely: New York, Washington D.C, Chicago, Los Angeles, San Francisco, San Jose, Seattle, Houston, Vancouver, and Honolulu. ANA has been a member of Star Alliance since 1999 and has joint-ventures with United Airlines on trans-Pacific and Asia routes and with Lufthansa, Swiss International Airlines and Austrian Airlines on Japan-Europe routes. Its Frequent Flyer Program, ANA Mileage Club, has more than 26 million members. ANA was voted Airline of the Year for 2013 by Air Transport World Magazine, and in 2016 was awarded five stars for the fourth consecutive year by the world’s leading Airline and Airport review site, SKYTRAX. ANA is the launch customer and biggest operator of the Boeing 787 Dreamliner.