Boarding Pass

‘The Boarding Pass you can ride’

Japan was fast becoming Australia’s number one tourist destination. Japan Airlines wanted these travellers flying with them, over competitive and discount airlines.

 So we made a snowboard…

We partnered with leading snowboard manufacturer BURTON to create ‘BOARDING PASS’ a limited run of boarding passes issued in snowboard form.

Boarding Pass tickets could be purchased from the JAL website or from the temporary kiosk we established inside Australia’s biggest snow-sports retailer – AusSki. All boards included one way business class travel to Tokyo, priority lift passes and transfers to and from resorts.

All boarding passes were reserved in the first 24 hours leading to a second run of boards being produced in later weeks.