Circling the globe with a first-class experience
People travel from all over the world to experience the world-class cities, natural beauty and traditional customs of Japan. For many, that entails a long trip on an aeroplane—and as they book their flights, one factor that strongly influences their choice is the in-flight experience.
Japan Airlines (JAL) knows how important it is to create a positive experience for passengers and it is committed to their comfort. The airline’s economy seats are among the roomiest in the industry and passengers enjoy exceptional service and hospitality from the moment they step on board.
As a leader in Customer Experience Management (CXM), JAL strives to provide excellent experiences long before passengers board an aeroplane. Often, travellers encounter the brand for the first time through targeted digital advertising.
“As we look to attract more overseas passengers, we rely heavily on advertising to build our brand and drive sales,” says Jonathan Wan, Director of Global Marketing, Media & Social for JAL. “Our long-term strategy is to build our presence in North America as well as the Asia Pacific region, with a focus on Thailand, Indonesia, Vietnam, Malaysia, Singapore and Taiwan.”
Advertising across diverse markets, including Hong Kong and Southeast Asia, can be complicated, especially in countries with less exposure to the JAL brand. JAL must simultaneously increase brand awareness and sell tickets—two distinct types of campaigns that can be difficult to manage at the same time. In addition, the airline works with three agencies, each using a different platform to target overlapping audiences. Given the complexity, JAL didn’t have the visibility to co-ordinate and optimise campaigns effectively.
“We were literally bidding against ourselves in some cases and driving up advertising costs,” says Wan. “We needed one platform to provide full transparency into our advertising campaigns.”
JAL chose Adobe Advertising Cloud DSP (demand-side platform) to bring everything together in a powerful, unified platform—running full-funnel campaigns from awareness to sales with programmatic video and display ads. The solution helps the airline zoom in on its audiences and deliver just the right type of content at the right time.
“JAL works hard to create tailored experiences for passengers during flights,” says Mr Akira Mitsumasu, VP of Global Marketing at JAL. “Adobe Advertising Cloud DSP helps us to bring personalised experiences into the digital realm, reaching travellers across Asia Pacific through more targeted and relevant communication.”