All Nippon Airways (ANA) recently teamed up with the Japanese National Tourism Organization (JNTO) for a campaign that rewards travelers for creating original recipes. In recently years, many airlines have adopted a gamification model for long and short-term promotions. This campaign adds a creative culinary element to the traditional travel rewards model.
The new ANA campaign asks US residents to put together a recipe that involves their favorite beer. Once contestants have come up with an original recipe, they must submit a photo of their dish and a 500 character description of what they have created. The winner will be rewarded with a trip to Aichi, Japan, which is a city that is renowned for its soy-based craft beer.
Unlike traditional travel promotions, this contest involves a competitive and interactive element that rewards travelers for being creative. As a result, the unique contest gives consumers a different way to connect to airlines and earn rewards.