All Nippon Airways Targets US Pax With “Welcome to Experience Class” Campaign
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APEX Insight: All Nippon Airways’ “Welcome to Experience Class” campaign, aimed at US travelers, focuses on the travel experience, rather than on cabin class distinctions. The program launched earlier this month with a high energy music video featuring Steve Aoki, an American DJ with Japanese roots.
Earlier this month, All Nippon Airways (ANA), Japan’s largest and only five-star airline, launched its “Welcome to Experience Class” program with a high-energy music video depicting Japanese culture and scenery interspersed with highlights from the airline’s culinary delights and luxury in-flight accommodations.
“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,” explains Tadashi Matsushita, ANA’s head of PR & Communications for the Americas. “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.”
For its “Welcome to Experience Class” campaign, the airline partnered with globally renowned DJ Steve Aoki. American-born with Japanese roots, Aoki earned the Guinness World Record title for most traveled musician in one year, with 161 shows in 41 countries in 2014. As part of the partnership, Aoki will also curate custom playlists for ANA passengers, hosted on Spotify, beginning in December.
“We chose to partner with Steve Aoki in particular because his Japanese heritage and passion for music and travel so closely align with ANA travelers,” says Matsushita. “He delivers an amazing experience at every show, and we aim to deliver that same unparalleled experience on every flight. As a global music phenomenon and Guinness World Record’s most traveled artist, he also spends most of his time on planes, and has a unique understanding of airplane travel and what truly creates an outstanding experience for travelers.”
Targeting US travelers, the campaign will carry on into 2017 and will reveal partnerships with other influential fashion, musical and cultural personalities. The complete multimedia campaign will be hosted on a microsite launching later this year. ANA currently offers international flights from 10 North American destinations and hopes to increase awareness by enticing North American travelers to choose Experience Class for their Asian travel.