The Japan National Tourism Organization (JNTO) encourages travel from Australia to Japan, with a focus on inspiring travel beyond the most major cities and well-trodden travel spots.
JNTO engaged Stand Out to develop content to support various campaigns across the organisation’s owned channels as well as media partnerships – from showcasing Japan's culinary offerings to campaigns hooked on the promotion of new direct Qantas flights between Sydney and Osaka.
Our team worked closely with JNTO's digital experts to workshop key themes based on real authentic Japanese experiences that demonstrate Japan's unique spirit of 'omotenashi' (to wholeheartedly look after guests).
Native content. A digital campaign with News Corp was developed to target the NSW outbound market, showcasing Osaka and the surrounding region with the objective of increasing intent to travel to Osaka with Qantas. This campaign included advertorial content on Escape and News.com.au, as well as a run of network advertising targeting high spenders and international travellers.
Owned channel content. Website and landing page copy for JNTO.org.au, with the addition of a series of social media posts to support a consumer promotion around Japan's 'must experience' culinary offerings. Articles also formed part of a digital marketing and consumer promotion campaign with Yahoo and News Corp to drive traffic to the JNTO website.