Last updated: 04:28 PM ET, Sun November 20 2016

ANA Launches New U.S. Ad Campaign

Airlines & Airports Rich Thomaselli November 20, 2016

ANA Launches New U.S. Ad Campaign


PHOTO via All Nippon Airways


Japan’s biggest airline, All Nippon Airways (ANA), has launched its first U.S.-centric advertising campaign called “Welcome to Experience Class.”

The hook? The airline is looking 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.

“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,” Tadashi Matsushita, Head of PR & Communications for the Americas for ANA, said in a statement. “We’re celebrating that journey through custom music, style that pays homage to the golden years of travel and the authentic culture of Japan by bringing these experiences to life for every single passenger.”

The Experience Class campaign will live on a dedicated microsite, which will launch later this year and will be amplified through paid digital content, brand and influencer partnerships, and public relations and social support. Musician/DJ Steve Aoki is partnering with ANA to help create a music experience that will immerse passengers in Japanese culture.

“At ANA, we’re not here to celebrate just one airline feature that only an elite passenger can use,” Matsushita said. “We believe in a higher standard of travel excellence that immerses each and every passenger, no matter their seat assignment, and makes everyone feel like a special guest. We believe that to our core and we hope this new campaign will celebrate that belief with U.S. audiences who may not be as familiar with ANA.”

Presumably, this will be less controversial than ANA’s most recent ad campaign. Two years ago, the airline was accused by some of being racist when a Japanese actor wearing a blond wig and large nose appeared to portray a Caucasian foreigner.

“The commercial was intended to be a humorous way of highlighting the increased number of international services ANA is operating from Haneda Airport. It was not our intention to cause offence and we apologize to anyone who was upset by the advertisement,” ANA spokesman Ryosei Nomura told the Associated Press after the airline revised the commercial.