ANA Announces the Continuation of its Groundbreaking ‘Experience Class™’ Campaign

Japan’s largest airline demonstrates an ongoing commitment to
reaching U.S. audiences with dynamic original content and integrated
partnerships – including Scott Eastwood and Steve Aoki – to highlight
its renowned five-star service

NEW YORK–(BUSINESS WIRE)–ANA, Japan’s largest airline, is proud to announce it is continuing its
successful U.S. focused marketing campaign, ‘Experience Class™.’ This
year, the campaign will be bigger and bolder with original digital
content, as well as exciting new and continued partnerships, including
actor Scott Eastwood and global DJ and producer Steve Aoki. The goal of
the campaign is to inspire U.S. travelers to consider Asia as their next
travel destination. And, more importantly, to choose ANA – a five-star,
ultra-premium airline with unparalleled hospitality and style – as the
carrier to take them there.

The ANA campaign re-launch comes at a critical time as airlines are
becoming less known for passenger hospitality and more known for
discomfort. At the same time, travel to Asia is becoming more popular.
In fact, U.S. travel to Asia for vacations and holiday has been on the
rise¹ and Asia is one of the most popular overseas
destinations for U.S. travelers, behind Europe and the Caribbean².
Tokyo was also just named one of the 2017 Best Cities in the World³ due
to its unique mix of ultramodern vibes, historic shrines, forests and
status as one of the world’s best destinations for foodies. ANA sets
itself apart during this unique cross-section of travel trends with its
unshakeable belief that the journey is as important as the destination,
and that no matter who you are or where you sit, everyone on an ANA
flight is in Experience Class™.

“We are thrilled to continue the momentum as we re-launch our Experience
Class campaign for the second year,” said Tadashi Matsushita, Head of PR
& Communications for the Americas. “This year we hope to bring to life
the authentic culture of Japan and Asia through food, fashion and
culture, from the experience onboard our aircrafts to on-the-ground in
Asia, because we truly believe the travel experience should be as
enjoyable as the exciting destination that awaits.”

The Experience Class™ campaign is adding new dynamic elements into the
mix this year with:

• New Celebrity Partner: Actor Scott Eastwood will join this
  year’s campaign to help shed light on ANA’s premium travel experience
  to Asian destinations. Eastwood is a partner that embodies a passion
  for travel in both his personal and professional life – and who also
  recently spent an extensive amount of time in Asia filming for his
  upcoming movie.
• Evolved Partnerships: ANA will continue its partnership with
  Steve Aoki to further introduce U.S. audiences to Japan through the
  power of music, food and culture. Aoki will once again showcase the
  airline’s in-flight offerings, as well as his personal perspective on
  Tokyo through a content series, which will be featured across his
  social channels and the campaign microsite, starting with his journey
  from the U.S. on an ANA flight to his top places to visit and foods to
  eat once he reaches Tokyo.

Luxury travel influencer Scott Eddy will also once again team up with
ANA and continue his journey through Japan showcasing new cities and
experiences throughout his social channels and on the microsite.

• New Influencer Partners: Also new this year, the Experience
  Class™ campaign will partner with social media influencers who are
  wanderlust travelers with a craving for food and culture to travel to
  Asia and showcase their journey on their social channels and the
  campaign microsite.
• New and Exciting Asia-Inspired Content:
  • Refreshed Microsite: The Experience Class™ campaign will
    live on a newly refreshed microsite – ANAExperienceClass.com
    – which over the next year will feature dynamic influencer and
    partnership content from travels across Japan and Asia.
  • Japan Insider Guides and Tips: The microsite will now house
    editorial articles to offer an insider’s guide to Japan with food,
    style and culture content that provides a glimpse into Japan’s
    rich history, and modern culture that have made the country a
    popular, must-visit destination. This includes tips for eating
    like a local in Tokyo, and top Instagram worthy places in Tokyo –
    perfect for travelers jet setting to Japan.
  • Original Video Content: Fresh video content will also bring
    to life the concept of Experience Class™ including the unique
    cuisine, remarkable entertainment and attention to detail service.
    A new video featured on the microsite will also be released later
    this winter.

  “At ANA, we firmly believe that every passenger should feel like a
  special guest and be treated with the highest regard, no matter which
  cabin they sit in. We are committed to delivering a premium travel
  experience to everyone,” said Matsushita. “Through this campaign, and
  our partnerships with Scott Eastwood and Steve Aoki, we want to
  celebrate the five-star in-flight journey that only ANA can offer.”

  The Experience Class™ campaign and content will live on a newly
  refreshed microsite. While the campaign will end March 31, 2018, the
  materials will remain visible and available for guests and future
  travelers to reference long afterwards.

  As Japan’s only five-star airline, ANA has established its reputation
  for superior air travel experiences through its dedication to
  exceptional customer service and prioritization of passenger comfort,
  convenience and safety. ANA has received numerous awards exemplifying
  this, including being awarded SKYTRAX’s highest 5-Star rating for the
  fifth consecutive year in 2017 and was once again recognized as the
  world’s leading airline at the 2017 World Airline Awards hosted by
  SKYTRAX and named “World’s Best Airport Services” and “Best Airline
  Staff in Asia.”

  The airline offers international flights from 11 North American
  destinations including Seattle, Los Angeles, Washington D.C., San
  Francisco, Chicago, Houston, San Jose, New York, Vancouver, Mexico City
  and Honolulu. Due to the growing demand of travel between the U.S. and
  Japan, as well as Asia, ANA also launched its third daily flight between
  Los Angeles and Tokyo in fall 2017. Travelers can book their own ANA
  experience here,
  or learn more about Experience Class™ as the airline reveals more
  details on ANAExperienceClass.com.

  About ANA

  All Nippon Airways (ANA) is Japan’s only five star airline. Founded in
  1952, ANA flies today on 87 international routes and 117 domestic
  routes. The ANA group has about 35,000 employees and a fleet of 259
  aircraft. In FY2016, it carried 52.1 million passengers and generated
  revenues of 1.77 trillion Japanese yen. ANA offers trans-Pacific
  connections between Asia through the gateway of Japan and 11 North
  American destinations namely: New York, Washington D.C, Chicago, Los
  Angeles, San Francisco, San Jose, Seattle, Houston, Vancouver, Mexico
  City and Honolulu. ANA has been a member of Star Alliance since 1999 and
  has joint-ventures with United Airlines on trans-Pacific and Asia routes
  and with Lufthansa, Swiss International Airlines and Austrian Airlines
  on Japan-Europe routes. Its Frequent Flyer Program, ANA Mileage Club,
  has more than 26 million members. ANA was voted Airline of the Year for
  2013 by Air Transport World Magazine, and in 2017 was awarded five stars
  for the fifth consecutive year by the world’s leading Airline and
  Airport review site, SKYTRAX. ANA is the launch customer and biggest
  operator of the Boeing 787 Dreamliner.

  SOURCES:

  ¹ “2015 U.S. Resident Travel to Asia,” U.S. Department of
  Commerce, National Travel and Tourism Office, 2015

  ² “U.S. Citizen Traffic to Overseas Regions, Canada & Mexico
  2015,” U.S. Department of Commerce, National Travel and Tourism Office,
  2015

  ³ “The Best Cities in the World,” Conde Nast Traveler,
  October 17, 2017

  Contacts

  for All Nippon Airways
  Whitney Pineda, 713-752-1932
  whitney.pineda@hkstrategies.com