Japan Tourism Promo, Case study J-ROUTE CAMPAIGN by ADK Asatsu-DK Tokyo, Daehong Communications

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Industry Travel Agencies, Tour Operators & Travel Services
Media Promo & PR, Case study
Market Japan
Agency ADK Asatsu-DK Tokyo
Agency Daehong Communications
Director Park Chan Mi, Jin Won Jun
Creative Director Won-Pyo Kang, Pyo Moon-Song
Art Director Philip Simon, Jin Angdoo Lee, Hwang Beomsang, Keun Hye
Producer Ji Woong, Yanyan Yang
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Product/Service: JAPAN TOURISM
Date of First Appearance: Oct 17 2010
Creative Director: Pyo, Moon Song (DAEHONG COMMUNICATIONS)
Copy Writer: Lee, Hyung Joo (DAEHONG COMMUNICATIONS)
Art Director: Lee, Keun Hye (DAEHONG COMMUNICATIONS)
Art Director: Hwang, Philip (DAEHONG COMMUNICATIONS)
Agency Producer: Shin, Tae Ho (DAEHONG COMMUNICATIONS)
Account Executive: Han, You Seok (DAEHONG COMMUNICATIONS)
Account Executive: Hwang, Kyung Jin (DAEHONG COMMUNICATIONS)
Account Executive: Caitlyn Park (DAEHONG COMMUNICATIONS)
Account Executive: Yatsutaka Yamamoto (ASATSU DK)
Producer: Yang, Ji Woong
Director: Park, Jun Won
Cameraman: Han, Tae Hee
Music Production Company: (AUDIOLAB)
Media placement: TV Ads(6 CMs) - Public TV, Cable TV - 17, October 2010
Media placement: Print - Magazine, Newspaper - 18, October 2010
Media placement: Web Banner Ads - Naver Portal Site, Travel Sites - 17, October 2010
Media placement: Cinema Ads - CGV, Lotte Cinema - 17, October 2010
Media placement: Airline AVOD Ads - Asiana Airlines, Korean Air - 1, November 2010
Media placement: Media Pole - Seoul - 17, October 2010
Media placement: Bus Stop - Seoul - 17, October 2010
Media placement: Bus Ads - Seoul - 17, October 2010
Media placement: Widecolor Ads - Seoul - 1, November 2010
Media placement: Airport Express Wrapping Ads - KORAIL - 1, November 2010

Insights, Strategy & the Idea
2 big problems were before us. The first, our targets - young adults - think that Japan is old-fashioned and not for them. The second problem was that most of them have already been there. Nonetheless, we had to encourage our targets’ “repeat” visits to Japan.
To attract revisits of targets, it was essential to give them a fresh inspiration. So, we created 24 totally new and amazing tour routes that young targets will die for. We devised a highly strategic J-ROUTE matrix that worked according to details of our targets such as genders, ages and preferences. It is exquisitely built to each one’s taste. By following J-ROUTE, they will enjoy a joyful journey in Japan without fail!
Our target audience is 20 to 30 year olds, who have real purchasing power. As a result of the J-ROUTE campaign, we expect them to have whole new perception of Japan. A certain increase in revisits is also expected.

Creative Execution
To break away from typical images, we used “Sam-Chon(Uncle)” that stands for the clichéd travel habits of the older generation. In order to highlight J-ROUTE as a new and attractive way of travelling to Japan, we juxtaposed “Sam-Chon” against young people that use J-ROUTE.
After a thorough inspection of targets’ lifestyle, we designed 360° IMC plans that they will never miss. TV commercials were shown in theatres and on aeroplanes. J-ROUTE advertisements in colour panoramas at bus-stops and on buses are such an eye-catching and appealing thing.
We used versatile media creative at places frequented by targets. Media pole ads are on the main streets of Seoul especially crowded with our targets. On magazine & newspaper ads, they can scan the coloured code with a smart phone to get more information. They can click on a web banner out of idle curiosity. And a J-ROUTE mobile application is available as well.

Results and Effectiveness
The most effective way to generate interest and increase participation is to promote ‘the experience’. We held a grand travel fair in Seoul to promote the Japanese experience. We also united with airlines & travel agencies to promote tour packages. Guidebooks are available in hotels, duty-free shops, subway stations, and tourist information centres.
As a result of overall communication activity, we generated 1,349,164 website visits, 108,678 of mobile visits, and 24,200 of J-ROUTE fair visits. The ratio of visit intention was increased by 42.6% thereafter. Throughout the J-ROUTE campaign 2010, we got an explosive 58% year on year growth in visits to Japan.