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ANA enlists influencers to travel a crowdsourced journey in Japan in the hope of attracting new types of visitors

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All Nippon Airways (ANA) has brought on board social media influencers from across Asia Pacific to travel to slightly lesser known experiences in Japan, in the hope that it brings new types of customers into Japan as tourists.

With the help of digital media and social video broadcaster Brave Bison, the airline has asked social media talent to ask followers for advice on what to do in Japan, before documenting the trip along the way.

The entire campaign has been brought together under the concept of ‘Journey by Design’ which ANA hopes shows off its large domestic network, allowing greater customisation of trips, while still being a premium experience.

To show that the airline flies from a variety of countries in Asia Pacific, the talent were sourced as such, including Kevin Hendrawan (Indonesia), mingjai14 (Hong Kong), Haley Dasovich (Philippines), KIMDAX (South Korea) and newapplearial (Taiwan).

It is the first time the brand has used multiple influencers and Masaru Watanabe, manager, marketing and sales, Asia & Oceania at ANA commented: “The result is an impactful campaign that we’re incredibly proud of.”

Brave Bison: All Nippon Airways (ANA) 'Journey by Design'

Agency: Brave Bison
Client: All Nippon Airways (ANA)
Date: October 2017
Brave Bison created and produced All Nippon Airways’ first multi-influencer video marketing campaign. Focusing in five core markets (South Korea, Hong Kong, Taiwan, Indonesia and the Philippines), the campaign called Journey By Design, is a multi-platform strategy designed to attract new customers to the Asian region.
At the heart of the campaign are five influencers creating videos and photo posts for YouTube and Instagram following an invitation to experience Japan like never before. After crowdsourcing cool travel tips from their fans, Kevin Hendrawan (Indonesia), mingjai14 (Hong Kong), Haley Dasovich (Philippines), KIMDAX (South Korea) and newapplearial (Taiwan) were flown to Japan to explore different parts of the country and take part in an exciting Instagram challenge, all while filming a travel vlog to sum up their experience.
The campaign provided an opportunity to showcase ANA’s extensive domestic network and highlight the benefits of flying with this premium Japanese airline, according to the announcement.
 
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Tags: Japan, influencer marketing
 
 
 
 
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