Ahead of the 2020 Olympics and Paralympics, All Nippon Airways (ANA) unveiled a new livery and slogan to celebrate people and the Games.
2020 Olympics and Paralympics
The 2020 Olympics Summer Games will be held on Jul 24, 2020 – Aug 9, 2020 and in Tokyo, Japan. The city will become the first city in Asia to host the Olympics twice. It will mark the fourth time Japan has hosted the Games, after Tokyo 1964 (Summer), Sapporo 1972 (Winter), and Nagano 1998 (Winter).
ANA is the official airline partner sponsoring the 2020 Olympics and Paralympics. As part of its first step to promote the Games, the Tokyo based airline held a contest in early 2017 and asked netizens to pick a special livery out of the five finalists below to be featured on an aircraft:
After more than a month of voting, the “HELLO 2020 JET” livery was painted onto a Boeing 777-200ER aircraft (registration: JA841A) early 2018. It features different sports and famous Japanese landmarks such as the Tokyo Tower and Mount Fuji. This special livery will make trips on domestic routes from March 2018 till the end of the Tokyo 2020 Olympic Games and Paralympic Games. The airline hopes to use the aircraft to “promote the fostering of the Olympic, Paralympic and Movement, and will continue to support the success of the Japanese national team!” The first flight (NH243) with the new livery was on January 29, 2018, from Tokyo Haneda (HND) to Fukuoka (FUK).
ANA also used the opportunity to unveil a new slogan “HELLO BLUE HELLO FUTURE”. It is to showcase the following value “It is the beginning of a new challenge to become a bridge of diverse customers around the world regardless of culture, language, nationality, age, gender, disability, etc. and to create new value.” The blue also refers to ANA’s corporate color.
The airline has been making strides on following this value by being one of the few in the world to offer customers Braille on menus in business class on domestic flights and in all classes of service on international flights.
In addition, the airline also offers large-print drink menus for passengers with impaired vision, or elderly passengers who have difficulty reading small print.
Inside the aircraft, the headrests will feature special 2020 Olympics and Paralympics themed covers. Flight attendants working on the flight will also be wearing themed aprons on board.
It is very early in the promotion cycle and the airline has not introduced additional items at home airports or on board its fleet. There are many opportunities for the airline to maximize exposure with tie-ins to the Olympics. Here are some examples:
- Sponsor popular Japanese athletes as airline ambassadors at different events
- Create themed menus celebrating the Games in all classes of service ahead and during the Games
- Create a contest with winners gaining access to attend the Olympics or Paralympics
- Work with the Olympic organizers to sell tickets and merchandise on board
- Create mini Olympic games as part of on board entertainment options
- Paint additional liveries on aircrafts to promote the Games internationally