JNTO JNTO Australia Influencer Campaign

ROLE

Destination marketing strategy
Production

BRIEF

In 2022, Japan National Tourism Office (JNTO) Australia was looking to promote Japan’s stunning but often overlooked areas of Hokkaido and Chubu through engaging and inspiring influencer-created content.

The project had a targeted focus on three key Australian travel demographics:
1.　20 - 40-year-old couple travellers
2.　20 - 30-year-old solo travellers
3.　Parents in their 30s-40s travelling with children

According to JNTO, it was imperative the trips highlight authentic and unique experiences in Japan with a key focus on sustainable travel.

WHAT WE DID

In collaboration with Circul8 agency in Australia, who sourced and contracted the talent, Y+L designed the five-day itineraries to match the proposed influencers’ style and interests and be well suited to their target audience. Y+L also booked (with the help of local DMCs) and facilitated the trips, providing support throughout both trips.

THE OUTCOME

Both trips were hosted in the winter of 2023. Here are the stats:
Across all four influencers (counting Twosome Travellers as one), there were 19 in-feed posts on Instagram and 346 IG stories posted regarding the trip.
The campaign achieved a social reach of 1,201,079 (in-feed posts and stories) and 36,969 engagements (inc. likes, comments, shares, and saves).
Overall, the campaign was a success and overachieved on JNTO’s reach KPIs by 120% and engagements KPIs by 295%.

Hokkaido
Influencers:
@thewanderingcam (32K+ followers)
https://www.instagram.com/thewanderingcam/

@twosometravellers (153K+ followers)
https://www.instagram.com/twosometravellers/

Chubu + Tokyo
Influencers:
@wanderingdonut (35K+ followers)
https://www.instagram.com/wanderingdonut/

@mumpacktravel (129K+ followers)
https://www.instagram.com/mumpacktravel/

The campaign achieved a social reach of 1,201,079 (in-feed posts and stories) and 36,969 engagements (likes. comments, shares and saves).
Across all four influencers, there were 19 in-feed posts on Instagram and 346 IG stories posted regarding the trip.
Overall, the campaign was a success and overachieved on JNTO’s reach KPIs by 120% and engagements KPIs by 295%.