M&C Saatchi Tokyo has developed a new global brand message for Japan Airlines, focusing on two quintessential Japanese traits: attention to detail and punctuality. The global message revolves around: The Airline, On the Dot, at the same time, paying a tribute to Japan’s national flag while reinforcing JAL’s status as a national carrier.
JAL’s on-time performance has been ranked the highest and awarded by FlightStats five times since 2009. The campaign focuses on the airline’s pride in truly understanding and valuing their customers’ time. Accordingly, the supers in the TV spot posit: “Time is precious for those why fly, and for those who wait.”
M&C Saatchi Tokyo CEO Tamio Koshino stated, “The Airline, On the Dot message trickles down from the rational to the emotional. Whether it’s someone making it on time to a business meeting or a parent arriving in time for their child’s birthday or meeting their loved ones for that special day, it’s about getting passengers to where they need to be safely and on time. Being punctual and precise are universally valued concepts no matter where you are from. They are also inherent Japanese traits which have become symbols of dependence and reliability.”
The new brand message will be reflected in its TVCs and YouTube videos and aired in JAL’s key international markets of the North America, Europe and Asia. The agency will also work on other elements of brand identity which will be revealed over the next three years.
M&C Saatchi Tokyo was appointed as a agency by Japan Airlines Co., Ltd. to develop its new global branding earlier this year. The appointment came after a pitch process hotly contested by four participating agencies.