ANA Selects Hill+Knowlton Strategies for First US-Focused Marketing Campaign
November 22 2016 - 02:36PM
Business Wire
Japan’s largest airline, All Nippon Airways (ANA), awarded H+K a
new project to reach U.S. travelers through the multimedia campaign
Welcome to Experience Class™, which will leverage key influencer
partnerships and interactive content to redefine the experience of
flying.
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.
This Smart News Release features multimedia.
View the full release here:
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Japan's largest airline, All Nippon
Airways (ANA), awarded H+K a new project to reach U.S. travelers
through the multimedia campaign Welcome to Experience Class™
(Photo: Business Wire)
With the new campaign, travellers 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. travellers,” said Tadashi Matsushita, Head
of PR & Communications for the Americas, ANA. “As we continue
to grow, it becomes imperative that U.S. travellers 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.”
The influencer program is a one-year, digital communications
project commencing immediately with a video to introduce the
campaign. Utilizing H+K’s research arm, Research Data+Insights, as
well as the H+K media software, Sherlock+, the team will produce a
targeted strategy to increase reach and awareness among U.S.
travellers. Group SJR will lead the campaign’s microsite design and
development. Travelers can book their own ANA experience here or
learn more about the Experience Class™ campaign as the airline
reveals more details in the coming weeks.
About Hill+Knowlton Strategies
Hill+Knowlton Strategies, Inc. is an international
communications consultancy, providing services to local,
multinational and global clients. The firm is headquartered in New
York, with 86 offices in 47 countries, as well as an extensive
associate network. The agency is part of WPP, one of the world's
largest communications services groups.
About ANA
ANA is the largest airline in Japan by revenues and passenger
numbers. Founded in 1952, ANA flies today on 84 international
routes and 119 domestic routes. The ANA group has 35,000 employees
and a fleet of 250 aircraft. In FY2015, it carried 50.8 million
passengers and generated revenues of 1.79 trillion Japanese yen.
ANA offers trans-Pacific connections between Asia through the
gateway of Japan and 10 North American destinations namely: New
York, Washington D.C, Chicago, Los Angeles, San Francisco, San
Jose, Seattle, Houston, Vancouver, and Honolulu. ANA has been a
member of Star Alliance since 1999 and has joint-ventures with
United Airlines on trans-Pacific and Asia routes and with
Lufthansa, Swiss International Airlines and Austrian Airlines on
Japan-Europe routes. Its Frequent Flyer Program, ANA Mileage Club,
has more than 26 million members. ANA was voted Airline of the Year
for 2013 by Air Transport World Magazine, and in 2016 was awarded
five stars for the fourth consecutive year by the world's leading
Airline and Airport review site, SKYTRAX. ANA is the launch
customer and biggest operator of the Boeing 787 Dreamliner.
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version on businesswire.com: http://www.businesswire.com/news/home/20161122006005/en/
For media enquiries:Hill+Knowlton Strategies, Inc.Rebecca
Ballard, 202-354-8271rebecca.ballard@hkstrategies.com
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