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Kylie clark stm 2012 best social travel


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Kylie clark stm 2012 best social travel

  1. 1. THE BEST SOCIAL TRAVEL CAMPAIGNSShare your WOW! - Japan Photo Contest - Kylie Clark, Japan National Tourism Organization
  2. 2. Outline of the project◆ PROJECT GOAL Spread positive image of today’s Japan by word of mouth and social media to increase international visitors.◆OVERVIEW Campaign Title : Share your WOW! -Japan Photo Contest- Target: All markets Language: English/Korean/Simplified and Traditional Chinese Period : September 1st 2012 - February 15th 2013 Incentive: Unique monthly prizes for registered member Invitation to an award ceremony@socialtrav ,#STM2012
  3. 3. Flow of the campaign Register for the campaign Upload WOW! Photos for 6 and visit Japan themes on official website Cool! Beautiful! Happy! Visit Submit Delicious! Funny! Miracle! Win Share Share the posted photos Invite best contestants for to an award ceremony & with friends provide a “WOW!” ・・・ ・・・ experience. ・・・ ・・・@socialtrav ,#STM2012
  4. 4. Campaign Website Campaign Site Top Photo RankingPrize information Today’s pick WOW! numbers received@socialtrav ,#STM2012
  5. 5. Unique Prizes and Award Ceremony1. Campaign Prizes 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 months2. Award Ceremony G-Cans Project - worlds largest underground flood water diversion facility.@socialtrav ,#STM2012
  6. 6. PR Activities & Current Entries - Listings page advertisements Online - Facebook/Sina Weibo advertisements PR Banner - 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 Offline - Communication through translators and guides - Free publications aimed at foreign tourists in Japan Current Entries ◆Total WOW members (registered): 6,320 ◆ Total WOW photos: 12,174 Poster image ◆ Total number of clicks “WOW”: 244,086 ◆ Free wi-fi winners: 3,000 (Sept/Oct. ) =1,500 people per month Clicks & Wi-Fi as at 1 Sept- 26 Oct 2012 Members & Photos as at 2 Nov 2012@socialtrav ,#STM2012
  7. 7. With thanks to our partners