Japan Airlines (JAL): Ready for Takeoff Post Pandemic

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When the pandemic hit, the global marketing team at Japan Airlines (JAL) saw its budget disappear overnight.  They saw the whole thing disappear.  Poof.  There wasn't a whole lot to promote during the pandemic – back then JAL was operating between the US and Southeast Asia, routes without any stops in Japan itself.

Back in 2019, the airline’s plan was to streamline its global marketing efforts across regions, develop a more integrated approach to marketing, introduce new marketing-related skill sets and break down internal department silos.

Discover what they did, and how they are now ready for takeoff.