Firstborn Flies Beyond Digital with Global Japanese Airline Win

All Nippon Airways' Primary Goal is Awareness

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all nippon airways dreamliner
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The digital agency Firstborn has snagged lead global agency duties for Japan's All Nippon Airways, according to the companies.

Firstborn will work to reposition the ANA brand globally and increase exposure both within Asia and elsewhere, the companies said in a statement.

It's a likely enough win for a shop owned by Japanese holding company Dentsu, but the scope is unusual for a digital agency, including print, social, digital and a TV campaign slated for 2014. The initiative will begin in North American and European markets this December.

"One of our primary goals is awareness," said Firstborn President Dan Lacivita. "We want ANA to be top of mind for travelers going from North America to Asia (and back) and think of the whole end-to-end travel experience (from pre-booking, to in-flight and after) and use digital as a cornerstone of how ANA grows in this market for the years to come."

ANA started generating international buzz when it invested in the high-end Boeing 787 Dreamliner in 2011. "We are not widely known outside Japan," an ANA spokeswoman told Ad Age at the time, "but as we target to increase our international passenger revenue and becoming the No. 1 airline in Asia, creating ANA's brand and strengthening our global marketing was crucial. Unexpectedly, the launch of the 787 Dreamliner hugely contributed to bring ANA's name and brand across the world."

Now the task of growing the ANA brand is in the hands of midsized, New York-based digital shop Firstborn. This is not the first fully integrated assignment for the agency: The shop had worked on a campaign for SoBe that began with digital and ended with national TV spots.

Firstborn also recently won a digital assignment for L'Oreal's luxury portfolio of brands.

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