LOS ANGELES — Japan Airlines has named BMF as its global PR and social media agency of record.
BMF is charged with evolving the carrier's brand narrative around the transformative and restorative power of travel across social channels and earned media. JAL, founded in 1951 as Japan's first international airlines, has worked with a range of agencies including Ogilvy Singapore, M&C Saatchi Tokyo, and Havas Ortega.
In announcing the win, BMF said it plans to“reinvigorate JAL's social content to be more relevant, inspiring, magnetic, and elevated.”
The agency's remit includes helping JAL grow brand relevance through increased social following, engagement, and reach; improve customer retention; and build preference from new customers. Sharing consumer insights in real time and keeping JAL in the global media conversation through experience-led PR tactics are among its charges as well.
BMF will also spearhead Tokyo-based content ideation and production for the airline. The firm's social and PR initiatives will spotlight JAL's signature experience that includes the art of omotenashi, a distinctive style of Japanese hospitality.
“The industry has been disrupted, not only by the pandemic, but also by the urgent need for more sustainable and thoughtful travel. Travelers are yearning for physical reconnection and peace of mind that their safety and well-being are top priority,' says Akira Mitsumasu, VP of CX, data analytics & marketing at Japan Airlines. 'We look forward to partnering with BMF at this critical juncture to breathe new energy into our social feeds and secure meaningful results with top-tier media, inspiring brand loyalists and new customers alike to choose JAL to be a part of their journey.'
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