Japanese Airline’s “Experience Class” Campaign Tries To Lure US Travelers
The new program focuses not on cabin class distinctions, but on refining the overall travel experience
All Nippon Airways (ANA), Japan’s largest and only five-star airline, has recently launched its Welcome to ANA Experience Class campaign focused on bringing a new layer of experience to international flight. The program officially launched in November and was ushered in with a high-intensity video compilation featuring American DJ and campaign partner Steve Aoki—2014’s Guinness World Record holder for most-traveled musician in one year, with 41 countries travelled.
For the campaign, ANA will grow upon its established reputation—consecutively taking in awards each year for “World’s Best Airport Services” and “Best Airline Staff in Asia” by the SKYTRAX World Airline Awards—by partnering with influential fashion, musical and cultural personalities such as Aoki, who has curated custom Spotify playlists for ANA passengers, which premiered on flights this December.
“We’re seeking to redefine the meaning of ‘class’ with the belief that, no matter who you are or where you sit, everyone on an ANA flight is in Experience Class,” Tadashi Matsushita, ANA’s head of PR & Communications for the Americas explained to APEX. “Experience Class embodies our belief that the journey is as important as the destination, and our commitment to providing our travelers with a unique, immersive experience from the moment they set foot on the plane—whether they’re in first class, business class or economy class.”
Targeting U.S. travelers, the campaign will carry on into 2017 with a complete multimedia campaign amplified through digital content, brand and influencer partnerships and a dedicated microsite set to be unveiled. ANA currently offers international flights from 10 North American destinations including Seattle, Los Angeles, Chicago, San Francisco, Washington DC, Houston, San Jose, New York, Vancouver, and Honolulu and hopes to further increase awareness by enticing U.S. travelers to choose Experience Class for their next Asian travel.