ANA is one of the largest airlines in Japan. Our aim was to enlarge ANA’s online sales of air tickets. To attract new customers who have no interest in travelling, the web site and outdoor media were effective to expand demand for the ticket.Instead of traditional communication: bargain price appeal, we focused on how ANA could evoke travel motivation?

Our idea was to change the online reservation service into an entertaining experience. We created moving travel catalogues which showed over 100 highlights of travelling. Moreover, TABI-GIRL, cute local girls were set to feature every 47 prefectures in Japan. By using a TABI-GIRL to introduce travelling in Japan, the customers could imagine each destination easily and they were motivated to talk about travelling. Summer, autumn and winter in 2010, the TABI-GIRL movies were represented on special web site TABIWARI-REVIEW and Digital Signage. TABI-GIRL communication became very popular in public. At the end of 2010, the campaign became a most viewed site ever in ANA’s online promotion. Moreover, the sales of tickets drastically increased. We succeeded to enhance the channel of air tickets.

TABIWARI-REVIEW campaign consists of 4 seasonal contents. Each bit of content shows the essentials of travelling such as vacation, food and friendship.

Spring: A dynamic interface with TABI-GIRLs’ show. They presented landscape of 47 Japanese prefectures.

Summer: With 80’s hit song, TABI-GIRLs presented vacations in Japan.

Autumun: Local Foods were presented. In the movies, TABI-GIRLs ate several local foods dramatically.Winter: A group of girls showed girls-travelling in Japan. It presented the amusement of travelling through their joyful friendship.

- The campaign became the most viewed site ever in ANA’s online promotion. -- We succeeded to enhance the channel of air tickets.

- A number of mass media, TV, newspaper, magazines, and other website presented the campaign.

- CTR of ANA’s banner ad increases by a factor of 1.8 - The sales of tickets drastically increased.