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Japan Airlines appoints Southpaw to launch pan-European brand campaign


By Michael Feeley, Founder and chief exec

April 2, 2015 | 1 min read

Japan Airlines (JAL) has appointed Southpaw as its full service, pan-European agency.

Southpaw will develop JAL’s brand communications strategy and creative platform for the launch of their new European brand campaign.

Mark Lucas, manager of sales and marketing planning (EMEA) for JAL, said: “This is a big commitment from JAL to invest in a brand campaign across Europe. We needed a partner who could help us disrupt the category and Southpaw consistently demonstrated strategic, creative and media expertise to enable us to achieve that goal.”

Tom Poynter, group managing director at Southpaw, said: “The JAL business is a fascinating brand and, as you would expect with any global Japanese business, exudes high quality, five-star service, as well as brilliant technology and product design. We’re thrilled to be given the challenge to communicate to a European audience the reasons why they should consider Japan Airlines for their next trip to Japan.”

The through the line campaign is to launch this spring across the UK, French and German markets with an initial emphasis on display and PPC.

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