#Japan #Influencer Marketing #Minato, Tokyo #TOUCH GROUP #JTB

BOOSTING INBOUND TOURISM WITH SOCIAL MEDIA

In a significant achievement for the inbound tourism sector in Japan, TOUCH GROUP Inc. has successfully implemented a marketing strategy targeted at international markets, particularly in Western, Australian, and Asian countries. Collaborating with JTB Kasumigaseki Division, the company launched initiatives under the Japan Tourism Agency's 2024 regional tourism enhancement project. This partnership engaged over 30 countries, aiming to increase awareness and bookings of regional tourism resources through effective social media outreach.

Project Overview

The project comprised two main strategies designed to stimulate regional tourism:

1. Influencer Engagement Program: From 51 applicants, 8 businesses were selected to work with influencers closely aligned with their content. These influencers were sent to the respective locations to create and share compelling experiential videos, enhancing the appeal and reach of the tourism offerings.

2. Instagram Hashtag Campaign: Highlights of this campaign included selecting ten self-produced videos from 553 applicants, which were subsequently featured on the official project Instagram account, alongside targeted Meta advertising. This effectively directed traffic to booking sites.

Achievements

Unprecedented Business Satisfaction

Both aspects of the influencer program received a remarkable 100% satisfaction rate in a survey conducted among participating businesses. This metric exceeded last year's 90% satisfaction level, with one participant noting, "The influencers provided valuable insights into overseas audience perspectives and key points for effective social media communication." The practical knowledge that influencers brought obviously played a crucial role in enhancing the value of the tourist content.

Impressive Click-Through Rate

The overall average click-through rate (CTR) for the campaign reached 4.69%, surpassing last year's rate of 4.34%. Considering that the average CTR for travel industry Instagram ads typically ranges between 0.8% to 1.5%, this project achieved approximately 3 to 6 times the industry average. This statistic illustrates the effectiveness of their approach.

The Influencer Selection

The project enlisted eight influencers who collectively wielded a following of 2.257 million. The team was composed of five English-speaking influencers targeting Western markets and three Mandarin-speaking influencers for Taiwan and Hong Kong. This diverse selection enabled the initiative to cater effectively to its target audience, ensuring the messaging was in the most relatable form. Interestingly, two influencers resided overseas, providing a more authentic foreign perspective in their content creation.

Insights for the Tourism Sector

The accomplishments of this initiative present several important insights for regional tourism stakeholders such as operators, local governments, and leisure facilities:

• - Higher Impact in Lesser-Known Areas: Regions that previously experienced low inbound tourism saw significantly higher CTRs, suggesting that social media is an effective avenue to diversify tourist visits in Japan.
• - Cost-Effectiveness of Influencer Marketing with Social Ads: The combination of professionally crafted video content and Meta advertising proved successful in achieving CTRs significantly higher than average, demonstrating its effectiveness as a tactic.
• - Enhanced Content Quality through Professional Input: By incorporating external creators, businesses identified previously overlooked aspects of their offerings, leading to improvements in the tourism experience itself.

About TOUCH GROUP Inc.

TOUCH GROUP Inc. specializes in tourism marketing through social media and influencer partnerships. With four consecutive years of participation in government initiatives, the company has deployed influencers to over 150 regions, enhancing promotional efficiency and resulting in tangible increases in customer engagement and sales. Their influencer network spans from Asia to Western regions, ensuring tailored marketing strategies that capitalize on local characteristics for effective promotion.

Additionally, the firm focuses on the Chinese market's unique needs, developing mini-programs on WeChat and managing accounts on major platforms like Xiaohongshu (RED) and Douyin. Their comprehensive support ensures brands can expand visibility and collectively engage with diverse markets.

By integrating innovative marketing with strategic approaches to local tourism and global markets, TOUCH GROUP continues to elevate regional businesses, contributing to their growth and outreach effectively. For more details on their influencer marketing services, visit: TOUCH GROUP Influencer Marketing.