ANA launches US multimedia marketing campaign

Japanese airline ANA has launched Welcome to Experience Class, its US-focused marketing campaign that leverages multimedia content, the company said.

The company said the campaign embodies its belief that the journey is as important as the destination, and is celebrating that journey through custom music, style and the authentic culture of Japan.

The campaign is scheduled to reside on a dedicated microsite, scheduled to launch later this year and will be amplified through digital content, brand and influencer partnerships, as well as public relations and social support. ANA said it plans to unveil its influencer program later this year.

ANA flies on 83 international routes and 116 domestic routes, including 10 North American destinations. The ANA group has 35,000 employees and a fleet of 247 aircraft. In FY2015, it carried 50.8 million passengers and generated revenues of JPY1.79 trillion.