In today's travel landscape, airlines face a new breed of traveler: the digitally savvy, experience-driven, and increasingly discerning Gen Z. With a wealth of information at their fingertips, these travelers demand more than just a flight; they seek authentic experiences, personalized service, and seamless journeys. For All Nippon Airways (ANA), Japan's largest airline renowned for its quality of service, the challenge was to capture the attention of American Gen Z/Y travelers and inspire them to choose Japan as their next destination.
Leveraging a targeted influencer strategy on Instagram and Facebook – platforms favored by Gen Z/Y for travel inspiration – we carefully selected content creators across diverse niches – food, fashion, photography and self-care. Prioritizing influencers who authentically embodied ANA's brand values of care, craft, and who demonstrated a clear understanding and respect for Japanese culture.
To help them plan their journey, we paired our U.S. influencers up with people on the ground in Japan to co-create custom itineraries which led to content that showcased both the allure of Japan and the in-flight experience of ANA’s premium service. These influencer trips were planned to take audiences beyond the over-saturated destinations of Tokyo, Osaka, and Kyoto – and showcased ANA’s domestic network into lesser-known spots, tying into Gen Z’s penchant to be in the know.
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By strategically leveraging the power of influencer marketing and focusing on the unique needs and desires of Gen Z/Y travelers, ANA successfully reignited American interest in travel to Japan. The campaign not only contributed to a significant rebound in tourism and increase in ANA flight bookings but also solidified ANA's position as the premier airline for discerning travelers seeking an authentic and unforgettable Japanese experience.