Japan Airlines takes off with Ogilvy as SEA integrated comms partner

Japan Airlines has appointed Ogilvy to manage integrated communications in Southeast Asia spanning brand strategy, creative, social and digital services, following a pitch.Ogilvy is tasked with delivering campaigns that will drive business results by combining creativity with technology, customer engagement, commerce and partnerships. It will also be the lead agency for five "strategically important" Southeast Asian markets. Japan Airlines did not comment further on Marketing's queries.Japan Airlines' regional marketing manager, Sze Hunn Yap said the agency's deep understanding of our business coupled with their creativity, speed, precision and expertise in integrated work was a powerful combination. By tapping on Ogilvy's strong network in the region, Yap said the airline can have seamless integration and execution of campaigns with a keen sense of local cultural nuances across the diverse Southeast Asia markets."Through this partnership, we aim to compel travellers in Southeast Asia to choose Japan Airlines as their preferred airline for travels to Japan and North America. We are confident that our partnership with Ogilvy will break new ground for us," Yap added.Meanwhile, Ogilvy Singapore's chief executive, Chris Riley, said it is "deeply honoured" to be part of this journey with Japan Airlines as it continues to modernise and transform its business. Through the development of innovative and engaging integrated work, Riley said Ogilvy hopes to bring Japan Airlines’ vision to life and forge stronger connections among travellers in the region, and in turn, further Japan Airlines’ ambition of becoming one of the most preferred airlines in the world."It is our job is to push boundaries with creativity and technology, and build a brand that will soar higher within local markets while achieving global impact," he added.Two years ago, the airline unveiled a new global brand message, “The Airline, On the Dot”, focusing on attention to detail and punctuality which are two quintessential Japanese traits. Conceptualised and produced by M&C Saatchi Tokyo, the new brand message pays tribute to Japan’s national flag while reinforcing JAL’s status as a national carrier. The agency is also working on other elements of the brand identity, which it previously said will be revealed over the next three years.Meanwhile in May this year, the airline signed a Memorandum of Understanding with Malaysia Airlines to pursue a joint business agreement scheduled to start in 2020 to coincide with the Tokyo Olympics. The joint business marks a new chapter in their partnership, aiming to improve customer convenience by enhancing the quality of services provided by both carriers on flights between Malaysia and Japan.