ANA Goes Bigger With Its U.S. ‘Experience Class’ Campaign by Introducing New Dynamic Japanese-Inspired Content Featuring 2x Grammy-Nominated International DJ and Producer Steve Aoki

Japan’s largest airline launches fresh, digital video content that celebrates the spirit of Japan, and explores the Japanese hospitality that makes both the country and airline unique

Loading media player...

Omotenashi. It’s a complex word with many meanings, but most importantly, it’s a concept deeply rooted in the Japanese culture. It’s a hallmark to the unspoken level of service and gratitude that runs throughout Japan. ANA understands this concept better than anyone. The spirit of Omotenashi lives in the sky with Experience Class — a 5-star journey found on every flight that is as experiential and authentic as the destination itself. To learn more about Experience Class, visit

NEW YORK--()--Today, All Nippon Airways (ANA) is unveiling new, vibrant and engaging content as part of its U.S. marketing campaign, ‘Experience Class™.’ The content features longtime ANA partner, DJ and producer Steve Aoki, and explores Japanese culture in a unique, authentic way. The centerpiece of this catalog of new content is a video that defines the Japanese principle of “Omotenashi,” and how this principle is rooted on every ANA flight. In addition, ANA is releasing a video content series co-designed with Aoki that explores both the popular and less-known side of Tokyo, and Aoki’s unique perspective on what makes Japanese culture so special. All of the video content launches today on and the ANA YouTube Channel.

“Our goal with this new video content is simple. We want to define and celebrate the distinct culture of Japan and show how that culture is experienced the moment you step onboard one of ANA’s aircrafts,” said Tadashi Matsushita, Head of PR & Communications for the Americas. “Working closely with Steve Aoki to develop these captivating multimedia videos was an honor, and is an important addition to our ‘Experience Class’ campaign.”

The campaign’s overall goal is to inspire U.S. travelers to consider Asia as their next travel destination, and more importantly, to choose ANA as the carrier to take them there. This video series comes at an exciting time for ANA as the company continues to offer more flight routes between the U.S. and Tokyo, and is looking for unique ways to appeal to U.S. travelers. Passengers have a choice when they choose an airline, and this new campaign content exemplifies the airline’s outstanding innovation and superior service, coupled with high-energy, exploratory content from Aoki and a new partnership with actor Scott Eastwood, to inspire the experience once travelers reach their destination in Asia.

“As a five-star airline we hold ourselves to a high standard of excellence that delivers an unmatched experience for each and every passenger that they can only associate with ANA,” said Matsushita. “We believe in curating a personal and memorable experience that reflects our appreciation for each passenger, and with our new carousel of content, we hope to share more widely the premium in-flight journey that transports travelers to a wealth of cities throughout Asia.”

In an important move for ANA as the company continues to grow its U.S. business, the new brand marketing video, which launches today, aims to define who the airline is to U.S. travelers. In the video, ANA brings “Omotenashi” to life, which represents the Japanese mindset of hospitality centered around care rather than expectation. Viewers experience this cultural tradition that passengers on ANA can look forward to, including an unparalleled welcome before stepping foot on the plane, cuisine that is artfully crafted by master chefs, premium entertainment, and an attention to service and detail that stays with you long after the flight. They are then visually transported to Tokyo to explore the modern culture and historic landmarks of the mesmerizing city.

To inspire travelers to put Japan on their vacation bucket list, ANA has turned to none other than Steve Aoki. The world-renowned DJ and producer, who ranks Tokyo as one of his favorite cities, will introduce a binge-worthy video series showcasing the ANA in-flight experience, as well as his personal perspective on Tokyo, including his favorite restaurants, local hot-spots and must-see landmarks. The series will offer travelers an inside look at how Guinness Record’s most traveled artist spends his downtime soaking in Tokyo’s fashion, culture and cuisine. Aoki’s content series is now available on the Experience Class campaign microsite and the ANA YouTube Channel.

ANA also partnered with travel enthusiast Scott Eastwood to develop exhilarating video and written content around his experience in Tokyo that gives wanderlusters a craving to experience the inspiration of Japan. Scott highlighted his journey and enthusiasm for Japan on his social channels as well as through a content series that lives on the Experience Class campaign microsite.

Travelers can book their own ANA experience here, or learn more about Experience Class™ as the airline continues to produce content on

About ANA

ANA is the largest airline in Japan by revenues and passenger numbers. Founded in 1952, ANA flies today on 85 international routes and 116 domestic routes. The ANA group has 39,000 employees and a fleet of about 260 aircraft. In FY2016, it carried 52.1 million passengers and generated revenues of 1.77 trillion Japanese yen. ANA has been a member of Star Alliance since 1999 and has joint-ventures with United Airlines on trans-Pacific and Asia routes, and with Lufthansa, Swiss International Airlines and Austrian Airlines on Japan-Europe routes. Its Frequent Flyer Program, ANA Mileage Club, has more than 26 million members. ANA was voted Airline of the Year for 2013 by Air Transport World Magazine, and in 2017 was awarded five stars for the fifth consecutive year by the world's leading Airline and Airport review site, SKYTRAX. ANA is the launch customer and biggest operator of the Boeing 787 Dreamliner. The airline offers international flights from 11 North American destinations including Seattle, Los Angeles, Washington D.C., San Francisco, Chicago, Houston, San Jose, New York, Vancouver, Mexico City and Honolulu. Due to the growing demand of travel between the U.S. and Japan, as well as Asia, ANA also launched its third daily flight between Los Angeles and Tokyo in fall 2017. Travelers can book their own ANA experience here, or learn more about Experience Class™ as the airline reveals more details on


for All Nippon Airways
Dominique Dorais, 347-405-0270


for All Nippon Airways
Dominique Dorais, 347-405-0270