Vpon and Loyalty Marketing Collaborate to Launch Integrated Marketing for Japanese Tourists in Taiwan

Vpon and Loyalty Marketing's Partnership

In a significant development for cross-border marketing, Vpon Holdings Inc., headquartered in Shibuya, Tokyo, has formed a strategic alliance with Loyalty Marketing Co., which operates Japan's Ponta common point service. The partnership aims to leverage Ponta data to create an integrated marketing solution specifically designed for Japanese tourists visiting Taiwan.

This package combines everything from visualizing and quantifying travel demand from Japan to Taiwan, to high-precision targeting, promotional design, and effect verification, all streamlined into a single solution. This initiative will be deployed through Vpon Taiwan, targeting tourism boards, local governments, and businesses in Taiwan.

Background of the Service

Taiwan has long been a popular overseas travel destination for the Japanese, both geographically and psychologically. Many Japanese have visited Taiwan, but actionable insights into potential visitors remain underdeveloped.

Questions such as: "Who is most likely to visit Taiwan?" and "What factors encourage travel intentions?" have not been adequately answered with data-driven approaches until now. Vpon has a history of supporting promotional activities for inbound travel to Japan and outbound travel to Taiwan by utilizing data across various Asian countries. On the other hand, Loyalty Marketing has supported marketing efforts using the extensive dataset from over 100 million Ponta members.

By merging Ponta’s rich data and promotional strategies, the new service provides a stronger marketing approach grounded in the interests and behaviors of Japanese travelers, which could significantly enhance the tourism appeal of Taiwan.

Characteristics of the New Service

1. Visualizing Travel Demand in Japan
As part of the service launch, Vpon conducted a survey targeting Ponta research members to visualize and better understand travel demand for Taiwan from Japan. The survey revealed that Taiwan stands out as a top destination that Japanese travelers wish to visit, particularly among nearby destinations, indicating a high inclination towards travel.

2. Targeting and Estimation Based on Ponta Data
Utilizing the survey findings, this service will score and estimate the levels of interest in traveling to Taiwan. The results will allow targeted advertising through Ponta’s app, emails, and SMS platforms, aimed at segments showing a keen interest in Taiwan travel.
Insights from the profiles of high-interest groups will inform strategic promotional designs, allowing for tailored advertising content to enhance travel intentions.

3. Comprehensive Service from Research to Effect Verification
The new service also enables post-campaign evaluation, measuring response rates and understanding of promotional content. This one-stop solution encompasses:
- Pre-campaign demand visualization and analysis
- Estimating interest in Taiwan travel and designing targets
- Optimized promotional delivery to these targets
- Comprehensive effect verification encompassing awareness, attitude, and behavior changes
By visualizing the effectiveness of the implemented measures, businesses can accumulate insights for future strategies, which is a noteworthy feature of this service.

Target Audience for the New Service

The service is aimed at:

- Tourism boards and local governments in Taiwan
- Businesses related to tourism (airlines, accommodation, transportation, retail, etc.)
- Entities aiming to increase travel from Japan to Taiwan

Future Directions

Through this collaboration, Vpon and Loyalty Marketing aim to refine and optimize travel promotions from Taiwan (tourism boards, local governments, and companies) towards the Japanese market. They plan to continue utilizing data and technology to enhance cross-border marketing efforts and contribute to the revitalization of tourism and economic exchanges between Japan and Taiwan.

Company Overview

Vpon Holdings Inc.

- Location: Shibuya, Tokyo
- CEO: Yoshitaka Shinohara
- Business Focus: Big data analysis utilizing proprietary AI technology, mobile advertising platform, inbound/outbound marketing support, DMP development, and Cool Japan DX Summit operation
- Website: vpon.com

Loyalty Marketing Co.