WWTT? Japanese Airline Campaign Aims for Affluent U.S. Millennials

Sometimes it’s not enough to fly the friendly skies … sometimes you want them to be impeccably stylish. In this episode of “What Were They Thinking?” Melissa looks at a new campaign from Nippon Airways (ANA), called “Japan Elevated” and aimed at affluent U.S. Millennials.

Ahead of the 2020 Summer Olympics that will be taking place in Tokyo, the Japanese airline produced a 30-second spot, as well as several 15 seconds videos, 6 second videos, and a full piece that combines all the clips into an ad just short of 2 minutes. The campaign is intended to run across a variety of online media, and was created by VMLY&R New York, the airline’s US agency of record.

The campaign has a very stylized, dreamy quality to it, which very well may attract the attention of affluent Millennials looking for unique international travel options, as well as those who are interested in Japanese culture and want to travel there.

The airline is known for its excellent food, and if you Google Nippon Airways you’ll come across plenty of reviews about how the premium class seats are excellent and even economy seats are “very good”, especially when compared to some of our domestic flights here in the US. But how many new travelers will the campaign net based on the artsy campaign? Or will it help the Japanese airline gain some brand recognition here in the states? Tell us what you think in the comments below!