Together with 6 trade partners, we did marketing campaigns to promote Japan as a travel destination.
Together with 6 trade partners, we did marketing campaigns to raise awareness of and increase sales to Japan from the Nordics. The campaign shine light on environmental, sustainable, and inspirational tourism through highlighting cultural and community-based destinations, products and experiences in the fascinating country. Another objective was to increase awareness of Japan among different segments of the societies by stressing the diversity and inclusiveness of Japan hospitality.
To do so, we developed a marketing strategy aimed to reach a variety of different target groups – both through the channels and platforms of the selected trade partners, as well as by including the partners’ brand in on- and offline activities. Japan was promoted in social media, newsletters, customer events, ads in Newspapers (print and online), Google Display ads, SEO, and on the partners microsites. This was all to create a desire to travel to Japan and to motivate travelers to book a trip.
The messaging of the campaign focused on:
- promoting Japan centering on traditional culture, urban appeal and food with the aim of securing new numbers of first-time visitors
- disseminating information relating to quality tourism experiences using predominantly online media platforms for 20s to 40s, and B2B initiatives for the 50+s in order to facilitate regional dispersal of bookings and increase average consumer spend while in Japan
- strengthening overall promotion by means of an increased awareness of sustainable tourism.
Overall, the campaigns performed very well and exceeded all the KPIs. The total reach of the campaign was 4,570,046, with 5,980,000 impressions and a total of 3,610 bookings. Japan as a travel destination got extensive exposure during the campaign period and the campaign generated great sales to Japan from the Nordics.