The Campaign

Japan has always been Taiwanese's favorite travel destination for decades. In 2011, Japan experienced the 311 catastrophe and the inbound tourist count suffered tremendously. In order to replenish its travel industry, Japan Tourism Bureau began a series of campaigns featuring exceptional routes and safety tips while traveling in Japan.

Results

[Objective] - continue to promote Japan as a safe oversea travel destination - introduce exceptional tourist spots and travel tips in Japan [Strategy] - Introduce featured tourist spots through celebrities' life experiences. - Integrated these experiences through online and offline activities to create buzz. [Execution] Three major categories within the content site: 1) Celebrity travel video + online poll: create a feel of competitiveness as celebrities push for votes. 2) Introduce tourist spots: first ever interactive video. Articles on the right hand side of the campaign page changes as users click on different videos. 3) Online reservation for celebrity on-site symposium: Four celebrity symposiums which allowed users to share and talk to celebrities' experiences face to face.

Create buzz by inviting celebrities to several Japan tourist spots. Allow these celebrities to share their travel experiences with their fans through Yahoo! platform and hold on-site symposium to give these celebrities' fans a chance to talk to them face to face.

With in one month (Feb. 15, 2012 ~ March 16, 2012), the content site generated 137,550 viewings of videos online; created an amazing 275% achievement rate; accumulated a total of 91,774 votes for favorite videos; and 1,684 people registered in 4 celebrity events. The number of Taiwanese tourist counts during Spring had a 109% growth compare to it was last year.