All Nippon Airways: Brand Awareness for Japan’s largest and only 5 Star Airline

The brief

To raise brand awareness of All Nippon Airways (ANA) as Japan’s largest and only 5-star airline for their London to Tokyo route and communicate this to potential guests.

The Solution.

targeting discerning travellers

Travellers are more than just numbers to ANA. With no word for ‘customer’ in Japanese – everyone is a guest – an audience first approach was once again essential. It was important not only to raise awareness of the London/Tokyo route but also to illustrate the quality of service provided by the airline. Business travellers were targeted across London using high impact media formats in areas identified by our audience research as being business-based environments. This was supported by relevant and corresponding online targeting.

The Results.

finely-tuned luxury travel

ANA has become the authentic voice of the nation. Specific targeting of discerning business travellers helped raise awareness for the airline, selling the true Japan as a destination to the luxury leisure market. By putting potential travellers at the centre of the airline’s offering, The Media People’s approach dovetailed perfectly with the core values of ANA. Our highly targeted, finely-tuned strategy sits at the heart of everything we do for ANA, even at 30,000ft.


We’ve increased EMEA routes to Japan from 1 to 8.


ANA is growing four times faster internationally than their main competitor.


Increase in European passengers since 2018.


Increase in total revenue in the last year.


“The Media People is very customer-orientated and we felt totally comfortable working with them”