The document summarizes a social media photo contest campaign by the Japan National Tourism Organization to increase international visitors to Japan. The campaign asks participants to upload photos to six themes on the official website and share them socially tagged with campaign hashtags. Participants who receive the most likes and shares win unique monthly prizes, and top contestants will be invited to an awards ceremony. The campaign website displays photo rankings and prize information. Public relations efforts include online and offline promotions in key markets. As of early November 2012, there were over 6,000 registered members who had uploaded more than 12,000 photos receiving over 240,000 "WOWs".