ANA enlists influencers to travel a crowdsourced journey in Japan in the hope of attracting new types of visitors

ANA's campaign uses influencers to help lure in new types or tourists to Japan

All Nippon Airways (ANA) has brought on board social media influencers from across Asia Pacific to travel to slightly lesser known experiences in Japan, in the hope that it brings new types of customers into Japan as tourists.

With the help of digital media and social video broadcaster Brave Bison, the airline has asked social media talent to ask followers for advice on what to do in Japan, before documenting the trip along the way.

The entire campaign has been brought together under the concept of ‘Journey by Design’ which ANA hopes shows off its large domestic network, allowing greater customisation of trips, while still being a premium experience.

To show that the airline flies from a variety of countries in Asia Pacific, the talent were sourced as such, including Kevin Hendrawan (Indonesia), mingjai14 (Hong Kong), Haley Dasovich (Philippines), KIMDAX (South Korea) and newapplearial (Taiwan).

It is the first time the brand has used multiple influencers and Masaru Watanabe, manager, marketing and sales, Asia & Oceania at ANA commented: “The result is an impactful campaign that we’re incredibly proud of.”

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte