Digital Marketing
Putting Japan Back on the Map for Canadian Tourists
Putting Japan Back on the Map for Canadian Tourists
THE SITUATION
The pandemic had closed Japan’s borders and thus its tourist industry. Although most global tourism had resumed by Q1 2022, Japan remained closed to independent tourists until October 2022. Research by Japan National Tourism Organization (JNTO) in September 2022 revealed that 37% of Canadians would like to visit Japan but only 9% currently had Japan on their short-list. Most saw a visit to Japan as a distant, once in a lifetime experience and felt intimidated by the sheer range of places to visit and things to do.
THE TASK
Increase awareness and consideration by raising Japan’s profile as an easy and convenient destination for first-time Canadian visitors.
THE ACTION
Design a communications strategy that challenges the conventional idea that Japan is a ‘once in a lifetime’ trip. Frame a Japan vacation as something you can do in a week. Create a campaign ‘#OneWeekinJapan’ that promotes vacations, focused on a rich but simple itinerary and suggesting, if you enjoy Japan in a week, there’s plenty more to bring you back for a return visit. Create a trip planning website enabling travellers to choose from a range of experiences including culinary adventures, sports, outdoor activities and raise the potential of repeat visits. Raise the potential of return visits to further explore Japan.
