●Websites and social mediaDigital marketing via websites and social mediaWe not only operate our own websites offered in 15 different languages, but also operate a range of social media accounts. We provide information about Japan from an international traveler’s perspective via Facebook, Instagram and Weibo（for the Chinese market）. We also use the data collected on these media platforms for our digital marketing（targeting and media selection）and promotion.●Advertising campaignsDeveloping Campaigns for Europe, Americas, Oceania and AsiaOf all our current projects, we are putting particular focus on our global promotional ●Public relations and supporting media coverageNews coverage support for local mediaWe build relationships with local media and assist each prefecture in achieving media exposure, such as TV programs on the subject of Japan travel as well as publications of travel guides through a wide range of projects. Compared to advertising, information from media is often considered more credible to target audiences. We introduce them to a range of travel attractions in Japan, provide them with materials for articles such as photographs and videos, as well as help them to connect with potential sources for coverage. If an article is then published or a program is broadcast, we will report the content and PR benefits gained to the local governments or institutions that featured. campaign, ‘Enjoy my Japan’, as well as the ‘Asia Campaign’.The ‘Enjoy my Japan’ campaign was launched with the aim of establishing Japan’s brand as a travel destination and developing new demand. Specifically, the campaign aims to increase exposure by utilizing the unified campaign message ‘Enjoy my Japan’, as well as visuals with a consistent look. This campaign targets those（primarily from Europe, Americas and Oceania）who have yet to recognize Japan as a travel destination and who know very little about the country. On the ‘Enjoy my Japan’ campaign website, we provide a range of content to motivate users to visit Japan, based on large-scale surveys conducted in target countries. We also put links on our other websites to make it easier to find specific information. This enables international visitors to enjoy ‘my Japan’ according to their own individual tastes.Our ‘Asia Campaign’ targets travelers from Southeast Asia and other Asian regions who have already visited Japan（between two and five times）with experiential content, aiming to increase travel expenditure and the number of visitors to regional areas. We have divided Japan into eight areas（Hokkaido, Tohoku, Kanto, Chubu, Kansai, Setouchi, Kyushu, and Okinawa）, and developed bespoke promotion for each area in every season. The aim is to present travelers with suggested routes and tours（incorporating experiential content）, to enable them to come up with their own individual itineraries. As of the end of May 2023, we have posted 165 pieces of experiential content rated highly by experts overseas on the campaign website.We publish guidelines on operating online media, and also provide consulting on how to effectively share information based on data. These guidelines are available on the website below:As an example, our New York office worked with the Consulate General of Japan to hold an event for local media. This deepened their relationship through holding a seminar introducing Ainu culture and providing opportunities for networking at the event. 6Japan sightseeing tourist information website in 15 different languageshttp://www.japan.travel/en/https://www.jnto.go.jp/projects/regional-support/digital.html‘Enjoy my Japan’ Global Promotional Campaign https://www.japan.travel/en/enjoymyjapan/Asia Campaignhttps://www.japan.travel/en/sg/japan-activities/
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