In preparation for a corporate identity revamp celebrating its 50th anniversary next year, the airline has handed its UK account, with potential for pan-European work, to London-based agency Cuba.
ANA currently uses agencies on an ad-hoc basis on the continent. Media buying, previously handled in-house, will now be handled by Red Media.
ANA, which operates European flights from London Heathrow, Vienna, Paris and Frankfurt to Tokyo, aims to improve its brand image in the international arena, after joining the Star Alliance airline network last year.Of the 50 million passengers carried on ANA last year, 85% flew on Japanese domestic services.
However, the company recently began hiring non-Japanese cabin crew for the first time. Last year it created a dedicated UK marketing department, headed by Jun Hattori.
ANA assistant marketing manager David Surley confirmed that three UK agencies pitched for the account.Surley would not disclose a budget.
"Cuba had a long-term strategic plan to develop a marketing campaign that appealed to a western audience with an Asian flavour, said Surley.
He added that ANA will embark on a series of projects next year, including new seats in all cabins across its fleet, a new corporate logo and aircraft livery.
"With the World Cup in Japan next year and our 50th anniversary celebrations, we have tremendous opportunities to raise our profile. We have been quiet in the past, admitted Surley.
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