The instantaneous response,"we're going on R2-D2 again, or its BB-8 the new Star Wars character!" This is a lot more passenger-airplane connecting than using a serial number like 34485, This is ANA's oldest built 787-8. Who can remember a serial number except Aviation geeks, and they often have to do a look-up. Now geeks can use a camera without a zoom lenses hanging heavy.
Courtesy ANA Photo
Image having a ticket labeled by the aircraft theme name instead of just numbers. ANA is leaving the numbers for the professionals surrounding the aircraft during operations. However, the theme livery and naming convention is the ANA new expression. Many airlines have named its airships with prominence such Ethiopian's 787-8 "Queen Of Sheba".
ANA has taken it a step further by added a thematic livery matching the Ship's name. Only the vertical stabilizer remains ANA's flag, as a brilliant consideration for its corporate identification. In addition the livery scheme is set aside for its most prominent aircraft like the 777-300-ER type or the 787-9.
As a passenger, bonding with an aircraft through recognition is an intrinsic relationship. ANA is going to great lengths for its passengers to bond with specific airplanes parked on the flight-line. Airplane spotters are also a sub-genre who often write about seeing special livery markings. ANA uses a form of free advertising for a company wanting to spread the news of its arrival. Anytime an airline can obtain recognition, it is positive for the bottom line. Gaining a customers bonding for a particular aircraft is establishing a subliminal relationship beyond its serial number stenciled-in on a panel. This becomes an edge in the market place for ANA. The deal with Disney is a brilliant strategy.