Tokyo Tourism
Highlighting the vision ‘Old Meets New’
Challenge
Tokyo wanted to increase the number of travellers considering the city as their next destination. This was a global campaign, with a focus on highlighting the Tokyo Convention and Visitors Bureau’s “Old Meets New” vision. The target audience for this campaign were Affluent Travellers.
Solution
CNNIC leveraged our unique reach and expertise to create a multiplatform campaign to convey the message of ‘Old Meets New’. This campaign was formed of three separate but complimentary editorial concepts: 60-Second Vacation, Tokyo POV and Feast on Tokyo.
Results
In our post-campaign survey, 88% of campaign recallers agreed that the TV campaign “arouses my interest in experiencing Tokyo”. With over 1,400 TV spots during the campaign, it’s not surprising that 89% of campaign recallers agreed that the TV campaign “enhances my overall impression of Tokyo as a vacation destination”.
Campaign Deliverables
Strategy
The concept of “Old Meets New” makes a focal point of the rich cultural history of Tokyo, which dates back to the Edo period. A unique cultural mix of modern and traditional, Tokyo is the perfect place to experience history alongside modern convenience. 89% of campaign recallers agreed that “Tokyo is where modern and traditional culture coexist”.
Digital
Editorial and branded content ran across cnn.com.
See more of our work
Your story starts here
Want to target engaged audiences, license content or create authority for your brand?
Contact us