- ROLE

Writer/Creative Director

- FOR

Japanese Air Lines

- DATE

November 2019

How to get people to fly on planes that aren’t run by their national carrier? In nine out of 10 cases people prefer to fly with their own national airline.

How then do you convince people to travel on another airline, that flies to the places their national carrier also flies?

Fortunately for Japan Airlines, a lot of south east asians want to visit Japan, just not on their flights. By utilising the well known Japanese mantra of “ichigo, ichie” we were able to build a campaign around the idea that once you’ve flown with JAL, you wont want to fly with anyone else ever again.

This campaign resulted in a 43% uptake of flights to Japan across the region on JAL.