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All Nippon Airways launches new We Are Japan campaign

All Nippon Airways launches new We Are Japan campaign

All Nippon Airways is airing a new communications platform in Europe – ‘We Are Japan’ – in a bid to capitalise on the growing spotlight shining on the country as it continues to prepare for the Olympic Games in 2020.

The campaign reflects ANA’s ambition to use its Japanese spirit and growing network to create treasured memories for all its guests.

This extends beyond providing premium in-flight service, to enriching travel experiences both on and off the plane.

To do so, the brand is rolling-out rich content including insider tips on a dedicated platform and in partnership with CNN International Commercial.

Created around seven pillars – Eat, Drink, See, Stay, Do, Discover, Go – it features stunning photography, exclusive film and expert insight.


The aim is to create a deeper appreciation of Japan and its culture.

The platform has been developed to connect with people with shared interests in Japan and the community has been steadily climbing.

Having amassed over 5,000 fans in its pilot phase, ANA is now investing in giving the platform more airtime across other channels.

Nanako Murakami, manager, EMEA marketing and PR for All Nippon Airways, said: “There is no better time for ANA to celebrate its proud Japanese culture, with so many influences and trends coming out of the country right now.

“By bringing some of these to life in an authentic and vibrant fashion, ‘We Are Japan’ tells the story of the DNA behind the ANA brand.

“With our expanding network and the Japanese way, we’re proud to enable enriched travel experiences.

“Now we want to better connect people to our culture – and to encourage them to go and enjoy their own journey of discovery.

“The new ‘We Are Japan’ communications platform signifies that ANA is Japan and Japan is ANA.”

The move comes as Japan, the decade’s fastest growing major destination according to figures from the United Nations World Tourism Organisation, sets its sights on welcoming more than 40 million overseas arrivals by 2020.

The island nation is already the 12th most visited country on the planet, with an estimated 28.7 million overseas travellers in 2017.