Japan Airlines has flown in the face of the airline industry's
prevailing winds by launching a new pan-European campaign within two
months of the US hijackings and their tragic aftermath.
A campaign was initially set to roll out across business titles such as
The Economist and the Financial Times this week. However, concern over
sensitivity in the light of events on 11 September has led to the
campaign being postponed until 1 November.
The ads, through CDP, were developed with the aim of lifting JAL's share
of elite corporate travellers. This has been earmarked as a key area of
development for JAL, whose mix of passengers on international routes is
20 per cent business to 80 per cent leisure.
The airline is seeking to persuade European business travellers to use a
Japanese airline when flying to Japan, rather than familiar carriers
such as British Airways and Lufthansa. The ads attempt to do this by
positioning a JAL flight as an opportunity for cultural
The work communicates the airline's features using symbolic Noh Masks,
traditional to ancient Japanese theatre, to draw attention to features
such as Michelin-quality meals, flatter seats and a frequent-flyer
link-up with British Airways.
The campaign was written by Phil Forster, art directed by Tim Brookes
and photographed by Andy Roberts. Media planning and buying is by CDP