Japanese Tourism Agency splashes out with full page ads in today’s Sydney Morning Herald through marketing campaign developed via dog
The marketing campaign developed by doq for the Japan Tourism Agency and the Japan National Tourism Organization (JNTO) continues with a featured print advertisement in The Sydney Morning Herald today.
This is a full back cover page advertisement with a special 16 page report “Journeys for all
seasons – JAPAN” which contains in-depth travel tips for a variety of destinations within Japan via The Sydney Morning Herald newspaper on Friday, February 17th (see page 2-4).
doq also developed a Flash online display advertisement, which links to a download of a digital version of the report for the Traveller pages of The SMH, THE AGE, WA Today, and Brisbane Times websites.
The campaign will run through the end of March 2012.
The integrated marketing campaign was a special collaborative effort between doq and JR West Communications winning the Japan Tourism Agency contract in a competitive pitch ranging from creative development to media buying from September 2011 to March 2012.
The campaign targets sophisticated Australian travellers and is centered on the concept “Have you ever…?”. It will feature in depth experiences unique to Japanese culture and have launched in a variety of communication channels including national media The Australian in November last year.
The official Facebook page of Japan Tourism from Australia, “Visit Japan Down Under (VJDU) was launched on October 24th 2011 and has gained over 6,800 fans. VJDU enables cross-cultural promotion and connection between Japan and Australia.
Although the two countries differ in many ways, VJDU has become a platform for both sides to come together. VJDU features live reports posted from TV film crews, downloadable digital magazines with tips for traveling in Japan, insider tips on the best spots to view the incredibly beautiful cherry blossoms (for which the peak season is coming up soon), and users sharing their own “Have you ever…?” experience.
The LOVE JAPAN Hello Kitty Badge promotion initiated by Japan National Tourism
Organization was also started via VJDU.
According to the Japan National Tourism Organization, Australian tourist numbers in Japan decreased to 6,490 in April 2011 (down 64.7% compared to the same time the previous year), due to the earthquake and tsunami in March 2011. Focusing on the message that the majority of Japan continues to operate as usual, marketing efforts by the Japan National Tourism Organization have contributed to the recovery of Australian tourist numbers to 18,500 in December 2011 (down 25.4% compared to the same time the previous year).
3 Comments
Japan: not as radioactive as you might think.
Are these ads or brochures?
For one of the most visually energetic places in the world, it’s a bit on the dull side.
Looks like the same team that worked on the new Garuda work have been freelancing…..