JNTO
Putting Japan back on the map for Canadian tourists.
THE IDEA
#OneWeekInJapan: a campaign that made a big trip feel doable.
We challenged the once-in-a-lifetime perception by showing how much you can experience in just seven days. A digital campaign brought the idea to life through animated calendars and aspirational visuals, each matched to a day of the week and served on that day.
An interactive website helped travelers build simple, completely customized seven-day itineraries around food, culture, sport and more, making a trip feel less overwhelming and more within reach.
A
Where the audience is headed
Canadians want rich experiences without complex planning.
Research showed 37% of Canadians would like to visit Japan, but only 9% had it on their shortlist. Many felt overwhelmed by the range of sights and activities. They wanted a trip that felt manageable, convenient and worth the flight.
B
Where the brand is headed
Re-opening borders and rebuilding demand for Japan.
After two years of pandemic closure, Japan reopened to independent tourists in October 2022. The Japan National Tourism Organization (JNTO) needed to change Canadian perceptions that a trip to Japan is a distant, once-in-a-lifetime dream.
C
Where the culture is headed
Pent-up travel demand is meeting a desire for efficient itineraries
Post-pandemic travelers are eager to go abroad but are looking for well-structured trips that maximize time and value.
+12% rise in Canadians ranking Japan as their top travel destination.
3.5x increase in organic website traffic.
+100% growth in advertising awareness after campaign launch.