FEATURED CAMPAIGNS ANA - We Are Japan
Japanese Airline ANA has featured prominently in previous years of AMM for its excellent destination marketing campaigns. In September 2017, the airline was on the cover of the magazine for the “Is Japan Cool” initiative. The website, which is still live, takes different elements of Japanese culture from Ramen to Cosplay, and highlights them for global audiences, encouraging them to travel to the country itself - naturally on ANA. Then in March 2018, we featured ANA again for the “Experience Class” campaign, fronted by musician Steve Aoki. The campaign aimed to explore Japan and Japanese culture in a “unique, authentic way”, and included curated playlists from Steve Aoki on Spotify.
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AMM - July 2022
Finally, in May 2018, we wrote a piece about “We Are Japan”, a constantly updated destination guide to Japan, hosted on Tumblr. When we met with ANA in London later that year, we were told that the site was being maintained by the European marketing team, with the content being produced by guest bloggers. Fast forward more than four years, and We Are Japan is still very much up and running. Not only that, but in June 2022, it had a complete revamp. It now sits on a standalone site. That site has much higher production values than the original Tumblr blog. It is also now in French and German, as well as English, implying that the main audience remains European visitors to Japan.
