MISSION

Capture visitors to Japan by conveying the appeal of autumn in Japan to Singaporeans unaccustomed to having four seasons.

Our primary mission was to produce content to convey the appeal of autumn foliage and seasonal food available in autumn in Japan to the people of Singapore, which does not have four seasons, thereby increasing the number of inbound visitors to Japan. In tandem with local digital marketing companies and content creators, we adopted the following four strategies: (1) introduce autumn, (2) make people feel the attraction of autumn in Japan, (3) have visitors to Japan share their travels online, and (4) encourage repeat visits after returning to Singapore, and then prepared effective content for those goals.

STRATEGY

We partnered with Singaporean content creators to product content allowing people to experience the appeal of autumn on a single page.

Because Singapore does not have seasons, we considered conveying the feelings born of the changing seasons, i.e., “what autumn means to Japanese people”, to be our most difficult—and important—task. To that end, to evoke the atmosphere of autumn in Japan, we designed special content to allow our target audience to experience autumn through the senses: sight, smell, sound, touch, and taste. With the goal of creating a single page that could let people experience the allure of autumn, we made ample use of video, as well as animated elements.

Using 50 articles expressing the allure of autumn travel to bring about increased inbound tourism to Japan.

In order to convey the attraction of Japan in autumn to Singaporeans, we created 50 new articles centered around autumn foliage, food, and festivals in different regions of Japan. In addition to the best-known autumn foliage spots, by showcasing aspects of lesser known areas and including video content for all articles, we ensured that the audience could imagine autumn in Japan in vivid detail. Another important aspect of this project was linking all articles to Google Maps.
By letting the audience find articles via the map, and specific places via the articles, we ensured that Singaporeans—who aren’t necessarily well versed in the layout of different prefectures and areas in Japan—could easily obtain the information they seek, making this an attractive resource for when they actually visit Japan.
For the autumn foliage that gives stunning colour to autumn in Japan, we also outfitted the site with an autumn foliage map that changes with time. By hinting at the best times for traveling to Japan, we prepared effective inbound marketing content for users who have started making specific considerations for travel to Japan.

We implemented a user submission campaign aiming to increase loyalty, as well as repeat travel.

In order to maintain ongoing engagement with this promotion both during and after travel to Japan and win over fans, we prepared a user participation campaign.
This was an Instagram campaign to allow travelers to submit their travel memories to share the fun of autumn in Japan with even more people. The theme for prizes was “Experience Japan in Singapore”, and we selected vouchers to use at Japanese department store chains and Japanese restaurants in Singapore.