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.”