Cannes Lions
DAEHONG COMMUNICATIONS, Seoul / JAPAN TOURISM AGENCY / 2011
Overview
Entries
Credits
Execution
To break away from typical images, we used “Sam-Chon(Uncle)” that stands for the clichéd travel habits of the older generation. In order to highlight J-ROUTE as a new and attractive way of travelling to Japan, we juxtaposed “Sam-Chon” against young people that use J-ROUTE.After a thorough inspection of targets’ lifestyle, we designed 360° IMC plans that they will never miss. TV commercials were shown in theatres and on aeroplanes. J-ROUTE advertisements in colour panoramas at bus-stops and on buses are such an eye-catching and appealing thing.
We used versatile media creative at places frequented by targets. Media pole ads are on the main streets of Seoul especially crowded with our targets. On magazine & newspaper ads, they can scan the coloured code with a smart phone to get more information. They can click on a web banner out of idle curiosity. And a J-ROUTE mobile application is available as well.
Outcome
The most effective way to generate interest and increase participation is to promote ‘the experience’. We held a grand travel fair in Seoul to promote the Japanese experience. We also united with airlines & travel agencies to promote tour packages. Guidebooks are available in hotels, duty-free shops, subway stations, and tourist information centres.As a result of overall communication activity, we generated 1,349,164 website visits, 108,678 of mobile visits, and 24,200 of J-ROUTE fair visits. The ratio of visit intention was increased by 42.6% thereafter. Throughout the J-ROUTE campaign 2010, we got an explosive 58% year on year growth in visits to Japan.
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