Review: Star Flyer Airlines Summer Promotion


Star Flyer of Tokyo, Japan is known for its monocromatic look – black seats and even black toilet paper (!). What triggered this post is the summeroff.jpgpromotion they currently have; written in Japanese. So I asked a group of friends at brunch today what should the language of business be and you’d hear anywhere from English and French to German, Spanish, Nihongo, and Mandarin among others. So the question that comes to mind after reading this Japanese only promotion are:
1. If this promotion is available globally, what message is being delivered to the non-Japanese speaking people when they see a promotion that they may or may not avail to because they are unable to read the promotion details in the first place (without a translator)?
2. Not being one of Japan’s 40 richest people or one of the 127,433,494 Japanese in the world, would it a good idea to have a promotion other than in Japanese? [The English version of the site does not have the promotion, as of this writing]
3. With the current exchange rate, what message will be delivered when positioning marketing that may have unintended results like a question about its availability to potential non-Japanese speaking clients?


What questions come to your mind or experiences you’ve had with single language promotions? How were you prepared for the global response to your marketing adverts?

552 comments to Review: Star Flyer Airlines Summer Promotion

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