Related have coordinated a Nordic cross media marketing campaign for Japan National Tourism Organization with digital advertising, native advertising and social media ads.
On behalf of Japan National Tourism Organization, Related was appointed to coordinate a cross media campaign consisting of different elements, including:
- Digital guidebooks with tips on what to do and see when visiting Japan – in local language. Related assisted with adjusting text and editing layout with new images etc.
- Local language landing pages where consumers could download the guidebook, including copywriting and setting up the pages
- Paid social
- Digital advertising
- Virtual events for consumers, media and trade about respectively food and outdoor/ski holidays in Japan
- Native advertising in tier 1 media including national newspapers and magazines in the four Nordic countries
The landing pages were promoted through digital advertising, paid social, as well as native advertising in leading media in Denmark, Sweden, Norway and Finland.
A few of the native articles can be seen here:
Svenska Dagbladet (SE): https://www.svd.se/guide-har-ar-japans-vackraste-upplevelser
Svenska Dagbladet: https://www.svd.se/missa-inte-lackerbitarna-i-det-japanska-koket
Meilla Kotona (FI): https://www.meillakotona.fi/artikkelit/ramen-dumplingit-ja-muut-japanilaisen-keittion-suosikit-inspiroivat-innokkaita-kokkaajia-seka-omassa-keittiossa-etta-paikan-paalla-katso-parhaat-vinkit
The total reach of the marketing campaign – across all channels – was 2,967,359. There were 60,052 banner clicks, and 4,262 travelers downloaded the guidebook.