All Nippon Airways: Introducing Japan's largest airline to the world

This case study describes a re-branding exercise undertaken by All Nippon Airways (ANA), a Japanese airline that wanted to extend its global appeal.

All Nippon Airways: Introducing Japan's largest airline to the world

Firstborn

Summary

To maintain its industry leadership position, ANA challenged us to develop a campaign to raise awareness and usage preference among international business travelers. Through our translation of ANA's brand values, redefinition of the target audience, and study of its competitive landscape, we concluded that ANA needed more than an advertising campaign. It needed an entirely new global brand platform to tell the world who it is, and connect with its refined target through shared values. With this strategic approach, we pushed internal teams to think big and successfully...

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