Following a successful campaign earlier in 2015, Digital Visitor and Visit Japan teamed up once again 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 Facebook quiz application, designed to educate users about Japanese destinations and, ultimately, to capture qualified email addresses for ongoing brand marketing.
Using key messages, our app prompted entrants to answer a daily changing question, using the See Japan website for reference. After answering the question, entrants were asked to fill in additional information in to be entered into a draw to win a holiday for two to Kyoto.
Alongside the main campaign we ran a series of optimised Facebook ads, making use of attractive images and compelling copy to achieve a high click through rate and deliver good ROI. Responsible for the ongoing success of our quiz applications, our advertising alone generated 2.3 million impressions and a best CTR of 14.97% (against an industry average of 0.52%).
By combining a simple Facebook quiz app with tempting images of and engaging information about what Japan has to offer, we succeeded in securing a greater audience for future campaigns.
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.