JAL - THE AIRLINE ON THE DOT
In November, a Tokyo train company made headlines around the world because of its abject apologies after a train left all of 20 seconds too early. In many people’s minds, this reinforced something Japan is associated with - obsessive time keeping.
The campaign links to the fact that JAL has been the world’s most punctual airline five times. It is supported by an online video and TV ad called ‘Happiness.’ That ad talks about the importance of time when it comes to travel.
Japan Airlines via advertising agency MC Saatchi has taken this concept and blended it with another symbol of Japan - the red sun on the Japanese flag, or red ‘dot.’ The result is a brand campaign, “the airline on the dot.”
‘Happiness’ alternates images of JAL aircraft and passengers and loved ones. It then talks about how “time is precious, for those who fly and those who wait.” The ad then ends with talking about JAL’s excellent on-time record.
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