Throughout 2015, we worked with Visit Japan to create and deliver an end-to-end social media strategy, designed to encourage potential UK holidaymakers to ‘discover Japan’ and lay the foundation for it to become one of the buzz destinations for 2016.
Encouraging prospective tourists and travellers to explore the many experiences, iconic places and activities Japan has to offer, our activity was aimed at attracting new fans to the Visit Japan Facebook page and generating qualified leads for ongoing destination marketing.
Fundamentally, our activity for Visit Japan throughout 2015 directly helped Japan secure the status of ‘buzz destination’ among travel and tourism publications including Lonely Planet, The Guardian, Huffington Post and World Travel Guide.
“Our ‘Win a Trip to Kyoto’ was the third campaign we have run with Digital Visitor and the results just keep getting better. On this most recent campaign all KPIs were achieved and in many cases far surpassed. Digital Visitor were a pleasure to work with and the results were fantastic.”
Central to our end-to-end strategy for Visit Japan was a series of three Facebook quiz applications, designed to educate users about Japanese destinations and, ultimately, to capture qualified email addresses for ongoing brand marketing.
Built to reach the widest possible audience within Visit Japan’s target demographic, each app featured an elegantly simple and eye-catching entry mechanic. This resulted in each of our campaigns maximising engagement levels and potential for lead generation.
The driving force behind Visit Japan’s digital strategy throughout 2015 was a series of social media advertising campaigns, served directly to the feeds of Visit Japan’s target demographics.
Responsible for the ongoing success of our quiz applications, our advertising alone generated 8 million impressions and a best CTR of 14.97% (against an industry average of 0.52%).
Helping Visit Japan tell its story through some of the UK’s biggest influencers, we contacted several members of our UK blogging network to write about a recipe of their choice, for which Japan Centre provided the ingredients.
Covering a range of travel, lifestyle and food blogs, our Influencer PR activity supported our ongoing channel management services in delivering an organic reach of 1 million and significant fan engagement.