Collage of an ANA jet with blue sea turtle livery over torii gates, bamboo, a market and green tea pouring into a cup
Submitted by BursonAgency IPI Score 9/100

All Nippon Airways Instagram Influencer Itinerary Trips

Influencer Marketing

Burson sent U.S. influencers on co-created Japan itineraries for All Nippon Airways to reach American Gen Z/Y travelers, with the agency reporting +38M organic impressions.

+38MOrganic Impressions
189KItinerary Views
7.15%Avg Engagement Rate
253%Landing Visits vs Goal

Case in 60 seconds

All Nippon Airways needed American Gen Z/Y travelers to choose Japan as their next destination, which was hard because that audience expects authentic experiences and personalized service rather than simply a flight.

The campaign turns on Gen Z's penchant to be in the know, because places beyond the over-saturated Tokyo, Osaka and Kyoto carry more value to that audience, so Burson frames discovery as the hook.

Burson treated the flight as part of the trip rather than transport to it, pairing U.S. influencers with people in Japan so each journey showed both the destination and ANA's in-flight premium service.

Burson selected influencers across food, fashion, photography and self-care for their fit with ANA's values of care and craft and their respect for Japanese culture. Each was paired with people on the ground in Japan to co-create a custom itinerary, and the resulting Instagram and Facebook content covered lesser-known spots reached through ANA's domestic network.

Burson reports +38M organic impressions, 189K sample itinerary views, a 7.15% average engagement rate and 253% more landing page visits than goal. The agency also says the campaign contributed to an increase in ANA flight bookings, without publishing a figure for it.

Strategy Breakdown

American Gen Z/Y travelers, described on the page as digitally savvy, experience-driven and discerning, who turn to Instagram and Facebook for travel inspiration.
Gen Z/Y travelers want authentic experiences, while the page calls Tokyo, Osaka and Kyoto over-saturated, so the authenticity the campaign offered had to come from lesser-known places rather than the familiar circuit.
An airline sells the part of a trip a traveler thinks about least, so the page has ANA's in-flight premium service shown alongside the destination rather than left out of the story.
ANA acts as the route into Japan beyond its best-known cities, with its domestic network carrying creators to lesser-known spots and its service presented as part of the journey.
The page ties the itinerary design to Gen Z's penchant to be in the know, so the content offered places outside the routes that audience already knew rather than another view of them.

Creative & Execution System

Assets & channels

  • Instagram
  • Facebook

Partners

  • Burson

Creator role

  • @jonsoriginals — creator
  • @andyto — creator
  • @withlovelinh — creator
  • @iamrawan — creator

Results & Evidence

MetricValue
Organic Impressions+38M
Itinerary Views189K
Avg Engagement Rate7.15%
Landing Visits vs Goal253%

Why Burson's strategy worked

  1. 1

    Pairing visiting creators with people on the ground turns a sponsored trip into an itinerary the audience can reuse, which gives the content a planning use rather than only an inspirational one, and Burson reports 189K sample itinerary views.

  2. 2

    Routing creators away from the most familiar destinations lets an airline show its domestic network as part of the product, because a lesser-known stop depends on the connecting flight in a way a capital city does not.

  3. 3

    Casting across food, fashion, photography and self-care for value fit and cultural respect reaches one generation through several interests rather than through a single travel audience, which widens entry points without changing the message.

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