David Blecken
Dec 6, 2017

JAL promises to be on time, but is that enough?

The Japanese carrier's new global branding work is reassuring but flat.

Japan Airlines JAL has made punctuality its key selling point in a new global branding campaign developed by MC Saatchi.

The concept, featuring the tagline The Airline, On the Dot’, is based on JAL’s award-winning reliability. FlightStats, a company specialising in global flight data, has ranked JAL the world’s most punctual airline five timesin 2009, 2010, 2012, 2013 and 2015, according to the TVC. The spot tells viewers that “time...

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