THE BEST SOCIAL TRAVEL CAMPAIGNS Share your WOW! - Japan Photo Contest -

Kylie Clark, Japan National Tourism Organization

@socialtrav ,#STM2012

Outline of the project

Spread positive image of today’s Japan by word of mouth and social media to increase international visitors.

Campaign Title : Share your WOW! -Japan Photo Contest- 　Target: All markets Language: English/Korean/Simplified and Traditional ChinesePeriod : September 1st 2012 - February 15th 2013Incentive: Unique monthly prizes for registered member

Invitation to an award ceremony

◆ PROJECT GOAL

◆OVERVIEW

@socialtrav ,#STM2012

Flow of the campaign

Register for the campaign and visit Japan

Invite best contestants for to an award ceremony & provide a “WOW!” experience.

Upload WOW! Photos for 6 themes on official website

・・・・・・・・・・・・

Visit

Win

Submit

Share Share the posted photos

with friends

Cool! Beautiful!

Delicious!

Happy!

Miracle!Funny!

@socialtrav ,#STM2012

Campaign Website

Prize information Today’s pick

Photo RankingCampaign Site Top

WOW! numbers received

@socialtrav ,#STM2012

Unique Prizes and Award Ceremony

Grand prize: 1 winner Lord of Tsuruga Castle Experience

6 theme prizes: 6 winners

Tohoku/Kanto Prize: 9 winners

Free 1-week Wi-Fi pass: 10,000 users

Monthly prizes: 20 winners X 6 months

1. Campaign Prizes

2. Award CeremonyG-Cans Project - world's largest underground flood water diversion facility.

@socialtrav ,#STM2012

PR Activities & Current Entries

Online

Offline

- Listings page advertisements- Facebook/Sina Weibo advertisements- Online promotion through tie-ups with Expedia, Rakuten Travel, etc.

- Overseas media PR (global trade shows - WTM etc.)- Travel agencies, tourist facilities, and Japanese language school tie-ups- Communication through translators and guides - Free publications aimed at foreign tourists in Japan

Poster image

◆Total WOW members (registered): 　 6,320 ◆ Total WOW photos: 　 12,174 ◆ Total number of clicks “WOW”: 244,086 ◆ Free wi-fi winners: 3,000 (Sept/Oct. ) =1,500 people per month

Current Entries

Clicks & Wi-Fi as at 1 Sept- 26 Oct 2012Members & Photos as at 2 Nov 2012

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With thanks to our partners