In 2016, ANA was in a predicament. As Japan’s largest five-star airline, they were a well-known, well-respected carrier that continued to achieve major success across Asia. However, in the United States, the company was thought of as a traditional airline, and in turn lacked consumer affection and consideration. In order to break through to consumers and generate media buzz about their world-class offerings, ANA launched a targeted communications campaign centered on the ANA Experience Class.
H+K used proprietary research tools to identify what matters to U.S. travelers, and built a campaign tailored to these insights. Our research revealed a cross section of interests across travel, style, music, food and the curiosity to explore new places. And that travelers generally do not enjoy air travel because the experience is often stressful, complicated and lacks service.