How a remote field trip to see what goes on behind the scenes at JAL and Jetstar became a reality

This unprecedented event will feature free broadcasts of aircraft maintenance and preparations for departure, which are not usually available to the public. Jetstar Acting CCO and Commercial General Manager Abe Motohisa, Jetstar Japan/Korea Marketing & PR Department PR and Content Manager Takahashi Riyo, and JAL Route Business Department International Alliance Department and JAL-certified in-house venture "W-PIT" representative Matsuzaki Shiro will talk about the purpose of the project and behind-the-scenes stories from the production.

Planned with the desire to "allow customers to have fun even during the COVID-19 pandemic"

In 2020, with technical cooperation from Microsoft Japan Co., Ltd., JAL streamed a "Remote Factory Tour" for children and parents to see the A350 at the maintenance yard at Haneda Airport, which was viewed by approximately 10,000 people. Abe, who was in charge of planning the remote factory tour, was seconded to Jetstar. This time, he proposed a "Remote Social Studies Tour," an evolution of the remote factory tour, as a collaborative project with Jetstar. The two companies agreed to start the project.

Abe: "We realized the great value of remote factory tours in 2020. With the COVID-19 pandemic dragging on, we need to think first about what we can do now and provide even more fun online events for our customers. With that in mind, we thought it would be a good idea to collaborate with JAL and Jetstar this time to show our customers how the two companies are working together to support the infrastructure as airlines that ensure safety."

Takahashi: "Even though the COVID-19 pandemic has reduced opportunities for air travel, we want people to feel as close to airports and airplanes as possible, and to enjoy air travel when the environment is right again. We were touched by JAL's efforts last year, which were carried out with that same feeling in mind. We thought that by participating with Jetstar, we would be able to deliver a wider range of information to customers, so we decided to collaborate."

This moving video was made possible because the two companies came together with one mind.

The project team consisted of 20 to 30 people from each company. The JAL side was mainly made up of members of the official in-house venture team "W-PIT" (W-PIT is challenging itself to create new value through cross-industry co-creation with the concept of "excitement"). The two companies held regular online meetings to discuss the structure and direction. It took about three months from conception to distribution.

Click here for details on W-PIT
https://wpit-official.themedia.jp/

Takahashi: "We were very particular about what to focus on to create a deeper content. Rather than showing the same thing for both airlines, we wanted to show the engine factory that JAL would never normally be able to enter, and the departure process for Jetstar, which is unique in that it is carried out by a very small number of people. To do this, we had to coordinate with multiple departments within the company, such as the maintenance headquarters and airport headquarters. We had to check each step as we went along, and it was a race against time."

We wanted to show everyone the behind-the-scenes aspects of aircraft operations that have never been open to the public before, such as hangars where maintenance work is being done and aircraft departure procedures. To achieve this, it is unavoidable to make adjustments at various points. After overcoming a huge amount of coordination, we were able to film the first-ever footage of aircraft from two companies lined up in the same hangar. Although it was shot remotely, the impact was very realistic and we received a great response from our customers.

Matsuzaki: "I assumed we had the know-how from our experience with remote factory tours in 2020. However, the application process at Narita Airport is different from that at Haneda Airport. I was surprised to learn some things for the first time about my own company. We ended up causing trouble for the staff at Narita, but everyone agreed with our purpose and we managed to film."

Abe: "You can't take good pictures unless everyone involved in the project is on the same page. This is the footage we were able to take because we all worked together with one heart."

On that day, by coincidence, I was able to photograph a JAL mechanic taking training for his maintenance qualification, asking a Jetstar mechanic a question, near a Jetstar A320 aircraft. It was a symbolic scene of the cooperation between the two companies.

Takahashi: "Both airlines prioritize safety while, as a full-service carrier, JAL has ample facilities and an environment, while as an LCC, Jetstar operates efficiently with minimal in-house facilities. I think that the content of the program allowed people to feel the difference."

Collaboration gives customers new options

As in 2020, Microsoft Japan provided technical support for the broadcast, with pre-recorded footage being streamed using Microsoft Teams, and maintenance and ground handling staff (airport ground staff) answered viewers' questions live in the studio. As a result, many viewers commented, "I love planes, so it was great to be able to see it up close. There would probably be a limit to the number of people who could watch it in person, but it's great that so many people can watch it remotely," and "I haven't flown with Jetstar yet, but I'd like to try it next time."

Matsuzaki: "A whole bunch of comments suddenly appeared in the chat section. I couldn't be happier."

Takahashi: Yes, that's right. I received a lot of feedback and I'm glad we did it. It was precisely because of the current situation that we decided to stream it online, but I'm glad that in the end so many people were able to watch it.

Abe: "We received even more comments than last year, making this a very meaningful event. We hope to make use of this archive in the future."

We also felt that by working together as a team, we were able to provide new value to our customers.

Takahashi: "It was a good opportunity to get people who have never used Jetstar interested. By seeing two different types of airlines, I think customers will have more options and be able to choose the air travel that suits them best."

Well received within the company: "We were able to embody inclusion"

All three agreed that this project has provided something great for not only the customer but also the employees of both companies.

Takahashi: "Through this project, we were able to develop a cooperative relationship and feel closer to each other. I also learned a lot about the differences in our way of thinking and the commonalities we share. To be honest, I used to have an image of JAL as being very strict (laughs)."

Matsuzaki: "It's not a stuffy atmosphere (laughs). I think Jetstar makes decisions quickly. It was a good stimulant experience."

When asked about future developments, Matsuzaki said, "There are only possibilities."

Matsuzaki: "In this new normal era, I feel it is necessary to focus on the educational aspect so that children will become interested in the aviation industry. I would like to widely disseminate the information that we are supporting the transportation infrastructure in this way. I would like to make this an annual event."

Takahashi: Jetstar uses chartered aircraft as a "Flying School" to hold aviation education programs where pilots can give talks and experience making announcements, as well as occasional parent-child tours that combine flights with airport tours. It would be interesting to collaborate with JAL as part of this.

Matsuzaki said that if the opportunity arises, he would like to collaborate with JAL Group's ZIPAIR Tokyo and Spring Airlines Japan, "transcending the boundaries between full-service carriers and LCCs, and working together to liven up Japan." This was the first step in that endeavor.

Matsuzaki: "After the broadcast, we received a suggestion from a JAL Group employee saying, 'The event was great. We want more JAL Group employees to know about it,' so we are sharing the archived videos on the JAL intranet (a website for employees only). In this way, we were able to increase engagement within the company. We often hear talk about 'diversity and inclusion,' and I think we embodied inclusion this time."

Takahashi: "Even though we were from different companies, we all became one team and worked toward the same goal of making something great, so it was a lot of fun. The people who were planning it also had fun working on it, so I hope the viewers can see that and enjoy it too."

Abe and Matsuzaki: "That's definitely true!"

The three were laughing throughout the interview. JAL and Jetstar will continue to make full use of the trust they have built through this project to ensure safe and enjoyable air travel for our customers.

Archived video here

Behind the Scenes at JAL

We'll take you behind the scenes of JAL's work, including inside stories on the introduction of the A350 and the development of in-flight meal menus.