Go Tohoku
Tohoku is a place you have to see to believe. This charming country-side town in Northern Japan is known regionally as a “local gem.” It’s an “Anthony Bourdain: Parts Unknown” kind of location and one that doesn’t make an appearance on most American’s bucket list. The Japanese National Tourism Organization came to us looking to change that.
We knew we had our work cut out for us. There are almost too many cool things to talk about in Tohoku- the rich culture, peaceful tranquility, traditional cuisine – you could launch an entire campaign around the quality of their rice alone. We kept it simple. The “Go: Tohoku” campaign would become a digital miniseries distributed across social media platforms, a micro-site, and would be picked up by several top-tier travel publications.
How do you get Americans to visit an unknown gem in Northern Japan?
Performance Marketing
As part of our multi-channel strategy, we secured paid partnerships with top-tier travel publications. Notably, Lonely Planet published a feature story and included Tohoku, Japan on the list of "Best Places to Travel in 2020." Across Japan Nation Tourism Organization's digital channels, the campaign received nearly 10M impressions, over 500K page views, a 9% social media engagement rate, and over 5M video views.
Sticky left Mobile
Sometimes the best way to way to convey a message is to simply tell it like it is: “Go: Tohoku.” And so our job is done! We got to work, creating a strategic marketing push around this central message. The “Go: Tohoku” campaign would become a digital mini-series distributed across social media platforms, featured on a reimagined Japan National Tourism website, and experienced via an on-location press tour with top-tier travel publications The message got out there loud and clear!
20K
Impressions
20K
Impressions
20K
Impressions
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Sticky Right Mobile
Sometimes the best way to way to convey a message is to simply tell it like it is: “Go: Tohoku.” And so our job is done! We got to work, creating a strategic marketing push around this central message. The “Go: Tohoku” campaign would become a digital mini-series distributed across social media platforms, featured on a reimagined Japan National Tourism website, and experienced via an on-location press tour with top-tier travel publications The message got out there loud and clear!
20K
Impressions
20K
Impressions
20K
Impressions
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The docuseries
The “Go Tohoku” docuseries took four American travel influencers who had been “everywhere” to a place they’d never traveled. In Tohoku, Japan, they would experience Samurai warriors, mountain climbing, hot springs, noodle eating contests, and the awe-inspiring Mogami River. Through their eyes, we’d show American tourists the once-in-a-lifetime experience they didn’t even know they were looking for and get Tohoku, Japan that coveted spot on their travel bucket list.
Content marketing and website development
To expand the “Go Tohoku” campaign reach, we amplified the rich story-driven content with a multi-channel strategy that would include a microsite, social media, influencer marketing, and display ads. The microsite would not only act as a companion to the docuseries but also allow users to set out on their own journey of Tohoku. Inspired by seminal travel guides like Fodors, we created an elegant and functional experience that included an interactive map tracing the route our “Go Tohoku” travelers followed. Users could choose to take a deeper dive into stops along the way and make travel itineraries. Everything we created- from the logo design to inspired photography- would tell the Tohoku story with the same sincerity as the docuseries.
9.5M+
Impressions
150k+
Digital downloads
3.5M+
Unique visitors
