Japan National Tourism Organization: #OneWeekInJapan
Helping JNTO increase tourism to Japan with a fresh and inviting national campaign.
Overview
The Japan National Tourism Organization (JNTO) aimed to increase visitor arrivals from Canada and encourage greater in-destination spending.
To achieve this, Fractal ran a national campaign focused on promoting authentic, uniquely Japanese experiences through a strategic mix of content and media.
Project Scope
Services
Campaign Strategy & Execution
Timeline
2023
The Challenge
Fractal Communications was brought in to support JNTO’s efforts to re-engage Canadian travelers during a critical recovery period. While Japan offered an unparalleled variety of cultural, natural, and culinary experiences, the sheer abundance of options created its own barrier: travelers often felt overwhelmed by choice and uncertain about how to plan their itineraries.
Post-pandemic, this challenge was compounded by shifting risk attitudes - some audiences were eager to explore again, while others remained cautious. Even the most adventurous travelers could find the planning process daunting, underscoring the need for a campaign that simplified decision-making and positioned Japan as both accessible and inspiring.
The Solution
Fractal helped JNTO cut through post-pandemic uncertainty to re-engage Canadian travelers with the promise of authentic Japanese experiences. The #OneWeekInJapan campaign helped people imagine what a week of activities in Japan could look like, and invited them make an easy plan. By simplifying complex travel choices and delivering targeted digital campaigns, we generated meaningful awareness and intent within the market.
#OneWeekInJapan Social Media Ads
The Results
A post-campaign survey confirmed that 7% of respondents recalled seeing the ads, translating to roughly 800,000 people within the target population. This demonstrated that even in a highly fragmented environment, our approach drove measurable recall and positioned Japan as an accessible and inspiring destination.
71.9 Million
Impressions
276,938
Ad Clicks
$1.01
Cost-Per-Click
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