Our work

JNTO: SOCIAL MEDIA & WEBSITE CONTENT CREATION

Client

Japan National Tourism Organization

Date

2021

Campaign

Japan: Ready When You Are

Target Audience

Australians that want a deeper understanding of Japan’s regions and the people

The brief

Create and implement a social media plan, plus increase content for Japan National Tourism Organization’s website to increase interest in travelling to Japan from the Australian market.

The Challenge

Australians were already familiar with the key Japanese drawcards: cherry blossoms, shrines and castles, and the neon lights of Shibuya. GTI needed to offer content that would foster a deeper understanding of Japan’s regions and the people Australians would meet.

Our Approach

Audit JNTO’s pre-existing content strategy, analysing what was driving engagement and audience growth. Providing recommendations on best practice for the platform, as well as creative suggestions
The audit led to a creative approach that involved weaving the human connection between Australia and Japan into JNTO’s social and digital platforms giving rich content in a post-pandemic world
Japan: Ready When You Are – GTI created a campaign which aimed to warmly welcome the Australian traveller when travel restrictions ease, offering a taste of something different. The experience themes of Art, Tradition, Cities, Cuisine, Outdoor, Nature, and Relaxation were key focuses
Social media content plan features daily (365) social posts on Facebook & Instagram; rich media social stories, slide posts and polls
Social media advertising targeting fan acquisition, website traffic drivers and content amplification
Monthly video YouTube series – Japan: Ready When You Are videos featuring a one-minute passion point video and 6’ teaser video
Insider Stories website content series (10 x blogs)
Search Engine Marketing with maximum clicks driven to the Australian JNTO site

The results

Delivered +164% above the annual engagement targets on social media with 2,310,620 engagements achieved at year-end against a target of 876,000
Achieved +70% of the annual reach target with 51,133,597 people reached vs. 30,000,000 target
344,268 fans/followers acquired against the annual target of 341,000 (+3,268 fans/followers)
303,951 unique visitors to the website was achieved against an annual target of 300,000