ANA - Is Japan Cool? Season 2

ANA - Is Japan Cool? Season 2

ANA ‘Is Japan Cool? Season 2’ | While ANA is not the ofcial flagcarrier of Japan, the airline has engaged in a variety of nation-as-abrand initiatives over the recent years, including its 'Inspiration of Japan' in-flight experience and its 'Is Japan Cool?' campaign. The latter has been expanded to a series campaign, with Season 1 featuring Japanese cultural traditions, and with the recently launched Season 2 focused on showcasing actual places, attractions and juxtapositions of old and new Japan.

'Is Japan Cool?' Season 2 features a dedicated social website whose key element is to give visitors the option to choose what aspects of Japan are 'cool' and 'not so cool' in three categories – Tokyo, Okinawa and Cosplay. For each category, a number of characteristics of that category are presented for voting through short videos and descriptions. Upon voting, users have the option to share their opinion and the category characteristic (for example, beaches in Okinawa) to Facebook or Twitter. Additionally, the site features a competition whereby entrants have a chance to receive round-trip tickets for two to Okinawa. After the launch of the 'Is Japan Cool?' campaign, ANA has gained over 23,000 “likes,” as well as a following of nearly 2000 on Twitter. The campaign is an integrated, social branding effort between an airline and a location, giving users the power to decide positives and negatives for themselves, while framing Japan as a viable tourist destination and ANA as the airline of choice.