All Nippon Airways (ANA) is Japan’s largest and best known airline. They wanted to find a novel way to raise their profile and increase awareness of ANA flights between Europe and Japan amongst their target audience, A35-60 European business and leisure travellers.

To encourage a wider audience to travel to Japan on ANA, they needed an extra layer of intrigue.

ANA wanted to create an authentic, quintessentially Japanese experience via their campaign. Unlike lots of advertising and marketing about Japan, often playing on generalisations and stereotypes, they wanted to capture the real Japan.

Campaign objectives were:

- Increase awareness of flights to/from Europe and Japan with ANA amongst key audience (A35-60, business and leisure travellers), and ultimately help increase ANA bookings

- Promote ANA via custom produced videos showcasing Japan’s unique places, people, and culture that appeal to visitors

- Target of 1.6M guaranteed video views in key markets

Using CNN’s proprietary audience targeting capabilities, social insight tools and native distribution, we data-targeted specific audiences with relevant headlines in premium native placements across CNN websites.

Native video was also re-purposed as a native highlight to air on the CNN International’s EMEA TV feed. CNN International aired a special ‘Ichigo Ichie’ sponsored programme, branded vignettes, and ANA TV commercial. This extended the reach to more than 320 million households and hotel rooms where CNN International is distributed.

The 8 videos were also distributed via the GBS app, website and newsletter, and across its Facebook, YouTube, Instagram and Twitter channels, reaching over 10 million multi-platform followers.

The videos were distributed over the course of the campaign (03/10/2016 - 31/03/2017).

Our PR team targeted key publications in the target markets to further increase overall campaign reach.