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Japan Airlines Wears Punctuality Like A Badge Of Honor In New Global Branding

By Yoon Sann Wong, 07 Dec 2017



Japan Airlines (JAL)—the country’s national carrier—is known for its dedication to punctuality. For the last five years, the airline’s on-time performance has been ranked as number one by FlightStats.

With such an achievement under its belt, it’s no wonder that JAL would want to celebrate and make known of this reliability. For its fresh global message, the airline proudly wears this badge of honor via the message, ‘The Airline, On the Dot’, which highlights JAL’s sharp attention to detail and punctuality.

Tamio Koshino, CEO of M&C Saatchi Japan—the creative agency behind this new brand message—explained inside a press release, “‘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.”

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‘The Airline, On the Dot’ will be communicated through all of JAL’s key global markets of North America, Europe and Asia, in the form of TVCs and YouTube videos. Other elements of the brand identity will be rolled out over the next three years.

Watch its commercial ‘Happiness for Everyone’ below.






[video via JAPAN AIRLINES, images provided by Japan Airlines]
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