Tokyo Case Study

Tokyo - hero

Tokyo Tourism

Highlighting the vision, 'Old Meets New' focusing on affluent travellers

Sector

Travel

Objectives

New markets | New consumers 

Challenge

Tokyo wanted to increase the number of travellers considering Tokyo 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.  

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”.

page views
 
200k  

ad feature page views 

social
 
10k  

Facebook interactions

tv units
 
1,400  

TV spots

Japanese roof

Services this project covered

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.”

Tokyo - strategy

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