JapanWelcomesYou.com
Japan’s Ministry of Land, Infrastructure and Transport (MLIT) hired Anthology Group to boost international tourism from the United States. At the core of this integrated marketing campaign was JapanWelcomesYou.com, a travel website featuring compelling content, interactive elements, an email newsletter, and a Travelocity integration to encourage visitors to the country.
Education to Marketing
For more than three years, I led the digital campaign for The Visit Japan Campaign, collaborating with other communication teams (e.g., advertising, public relations, and market research) to raise awareness and traffic to Japan.
As project lead, I set the marketing strategy, oversaw designers and developers delivering the full suite of digital assets, launched the email program, which became a core channel for the campaign, researched and crafted site copy, and managed the agency’s SEO, SEM, and Travelocity partnerships.
Throughout the campaign, I guided JapanWelcomesYou.com’s evolution, transforming the website from an initial educational tool into a resource that helps facilitate visitors’ next trip to the country.
The Travelocity relationship is significant because it’s one of the first times the company has partnered with a national travel destination, enabling U.S. users to book “Yokoso! Japan” flight and hotel packages directly on the site.
Working closely with Travelocity, I integrated its booking engine into JapanWelcomesYou.com and drove visibility for the campaign across Travelocity’s platform, including a dedicated branded landing page, co-branded email campaigns, and banner advertising.
Visit Japan Campaign Visuals
Campaign Results
The work my team delivered supported a surge in inbound tourism, with 8.34 million foreign visitors to Japan in 2007, representing nearly 60 percent growth compared with the year before the Visit Japan Campaign launched.
JapanWelcomesYou.com generated an average of 64,000 unique monthly visitors over the course of the three-year campaign. It was featured in numerous articles on Frommer’s, The Japan Times, and Adweek.
The email program amassed more than 13,000 subscribers.
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