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ANA’s launches 2nd 'Is Japan Cool?' website with free-trip offers

10 Comments

ANA, Japan’s largest airline, has launched its 2nd “Is Japan Cool?” website. The interactive website showcases traditional Japanese culture and new trends, along with places to visit in the country. Visitors to the site are invited to vote to rank the most popular spots and cultural trends. ANA said it hopes the website will attract more visitors to Japan from overseas by highlighting the beauty and wonder of the country.

The 1st website focused specifically on cool Japanese culture, with over 100,000 site visitors casting their votes as to whether the featured locations and trends were “cool” or “not so cool.” The 2nd website predominantly features new attractions in Tokyo, where an exciting mixture of old and new Japanese culture thrives, and in Okinawa, a picturesque resort in southern Japan.

Commemorating the launch, ANA has also launched a 2nd “Cool Campaign” competition on the website, where winners will receive round-trip tickets for two to Okinawa (including international and domestic connecting flights) from overseas cities where ANA has operations, plus a one-night stay at the ANA Intercontinental Manza Beach Resort. Other cool gifts from Okinawa and Tokyo will also be awarded to winning visitors. The 1st campaign attracted participants from 142 countries.

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While that site is effective in showing many attractive things about Japan to potential visitors, the question posed -- "Is Japan Cool?" -- is really not the type of question to raise in a marketing campaign. It suggests Japan really doesn't know whether it's "cool" or at best, lacks the confidence that it is. Which is by definition, not cool. It's one of those questions that, by the mere fact it's being asked, the answer is a foregone conclusion: NO. "Cool" implies self-confidence and asking the public to decide whether you have what it takes shows that you don't. Get rid of that question and let the visitors just decide on the coolest aspect of Japan. Then it's a good marketing campaign.

1 ( +2 / -1 )

Offer me a free ticket on ANA and I'd decline. What a lousy 3rd rate airline.

-5 ( +2 / -7 )

This campaign sounds like something the Japan National Tourism Organization should have done years ago instead of that awful "Yokoso Japan" campaign. I've always had great service on ANA so I would be happy to accept SunnysideUp's ticket.

6 ( +6 / -0 )

Short answer - no.

The answer you must give if you want a free trip - yes.

Asinine.

1 ( +4 / -3 )

I flew with ANA in 2010 and while the service was good I thought the seats were the most uncomfortable I've ever experienced. This was a long-haul flight so a wee bit more leg room would have been nice.

Anyway, I tried those sites and thought the whole idea was a bit silly. Who are they aiming at? 20-somethings with more money than they know what to do with?

0 ( +1 / -1 )

and in Okinawa, a picturesque resort in southern Japan.

Silly me - I thought Okinawa was a Japanese Prefecture!

2 ( +2 / -0 )

SunnysideUpAug. 24, 2012 - 11:21AM JST

Offer me a free ticket on ANA and I'd decline. What a lousy 3rd rate airline.

Well maybe you behaved like a third rate passenge if/when you took an ANA flight ?

0 ( +0 / -0 )

"Cool" is an American invention, pertinent to the USA. Japan has its own sense of self. Take anything from Japan that is awesome and it will not translate into American defined "cool". Try again, and don't emulate the USA for validation.

0 ( +0 / -0 )

Free tickets are always nice. Leaves more money in the account to spend while in Japan. I'm just glad I managed to save $300 on my tickets for next week. On American Airlines.

-1 ( +0 / -1 )

How does one find out if he or she won a ticket in the first campaign? Were tickets really given away or was it up to a carrier to discount the ticket?

0 ( +0 / -0 )

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