Japan - Tourism NT

January – March Quarter Update 2014
Please direct your queries to: international.tourismnt@nt.gov.au
ALL About Consumer Campaign (20th Dec., 2013 – 31st Mar., 2014)
•
The integrated online consumer facing campaign launched in
December ran through to the end of March.
•
Achievement rate of this campaign as at 23 March:
 Number of PV of the campaign top page was 458,767 PV
(92% of KPI achieved)
 Most editorial pages over performed on expectations with
overall page views of editorial significantly above targets.
Details
1 All about tie-up banners
3 portals' big
2
banners(MSN+Livedoor+Excite/1week)
3 All About campaign page (Jan. - Mar., 2014)
6 tour pages linked from All About campaign
4
page
5 theme pages linked from All About
5
campaign pages
6 All About editorial pages (Jan. - Mar., 2014)
7 MSN editorial page (Jan. - Mar., 2014)
8 Livedoor editorial page (Jan. - Mar., 2014)
9 Excite editorial page (Jan. - Mar., 2014)
10 Get News 3 editorial pages
11 Never Matome
12 Yahoo!/Google retargetting banner
13 Facebook ad(30 days)
Japan | Jan – Mar Quarter Update 2014
unit
20/Dec/2013-28/Mar/2014 Achievement rate
100 000 000 imps
443 374 809
imps
6 000 000 imps
7 423 636
imps
500 000
PV
458 767
PV
2 500 000 imps
2 752 602
imps
250 000 PV
50 000 PV
20 000 PV
20 000 PV
20 000 PV
60 000 PV
100 000 PV
2 746 Clicks
3 621 Clicks
306 536
51 114
167 035
64 002
24 385
21 000
334 828
5 163
5 702
PV
PV
PV
PV
PV
PV
PV
Clicks
Clicks
443%
124%
92%
110%
123%
102%
835%
320%
122%
35%
335%
188%
157%
Coop with Qantas Airways
Based on the MOU agreement, Qantas, TEQ and TNT are carrying out the following joint promotions:
1. Always-on: Refreshed NT’s special landing page on the Qantas website and implement SEM for the
remainder of the year
2. Special Fare: Discounted fare of JPY 76,000 RT was introduced, for QF tickets between Japan-DRW,
ASP, and AYQ via SYD
3. Digital Banner-Ads: To promote the above flights, digital banner-ads appeared in targeted portal
sites during the same period (01 Feb – 31 Mar, 2014) : Imps: about 53,000,000
4. Billboard Ads : During the same period, billboard ads were displayed at the busiest station in Japan,
Shinjuku station from 15 Feb to 15 Mar, working with Qantas. 62 billboards occupied pillars at the
station’s West Gate featuring both TEQ and TNT.
5. Mini Guidebook : As an in-store promotion, a B5-sized 8-page mini guidebook (3-pages for NT) was
printed as an insertion in H.I.S. brochures. Being distributed at its 200 branches in eastern Japan
(Feb - Sep, 2014) Billboard Ads at Shinjuku Station
Japan | Jan – Mar Quarter Update 2014
NT mini guidebook
TA AMF Campaign
1) Crea Magazine was published on7 March and outdoor ads were
placed from 7th to 18th March in Kanto (East Japan) and Kansai
(West Japan) area. Details are as follows:
- Circulation: 75,000 copies
- Ad value: approx. A$ 51,000 (JPY4,500,000)
- Train poster locations: JR East, Tokyo Metro, Tokyu, Keio lines
in Kanto area and Osaka subway, Hankyu, JR West lines in
Kansai area
- Transit poster: Panorama Network Set (B0x10pcx5st.), Tokyo
station bright pillar (B0x40pc), Dento Shibuya station poster
(B0x8pcx3areas) in Kanto area and Midosuji junbo set
(B0x8pcx3st.), Osaka station center jumbo set (B0x8pc),
Hankyu Umeda long set (B0x20pc) in Kansai area
2) Asahi Newspaper morning edition was published on 28th March.
- Circulation: 4,315,272 copies (Tokyo) and 2,222,175 copies
(Osaka)
- Ad value: approx. A$ 393,700 (JPY34,732,500)
- 2/3 Uluru advertorial + 1/3 JALPAK tour ad
- Area: Tokyo and Osaka area
Japan | Jan – Mar Quarter Update 2014
TA AMF Campaign
3) ABC TV network program, Tabi Salad was aired from 8:00am to
9:30am on 29th March.
- Audience reach: Over 9 million people
- Ad Value for 10 min exposure: Over A$1.4 million (JPY123,000,000)
Tourism Australia and Singapore Airlines (SQ) Cooperative Campaign
Based on the MOU agreement between TA and SQ, SQ’s Australia
content was updated for the campaign launch.




Sales period: 20 Jan – 31 March, 2014
Travel period : 17 Feb – 31 May, 2014 (except 11 Apr – 27 Apr)
Targeted total PVs : 60,000
Consumer benefits
- Special deal during agreed period (JPY45,000 + tax, surcharge etc.)
- Competition to win Australia wine and Australia guidebook
Japan | Jan – Mar Quarter Update 2014
Top page of SQ Content on asahi.com
PR Activities
1) TNT Japan office distributed a press release about the 2nd giveaway present campaign to more than 500 Japanese media
(magazines, online, TV and newspapers) on 26th Feb. As a result,
succeeded to obtain free PR exposure in the free paper named
“Stylish” that is distributed in the Tokyo metropolitan area,
Chubu area (center of Japan) and Kyushu area (Southern part of
Japan) with a circulation of 90,000. The free paper will be
distributed at the end of April.
2) As a part of our PR activities, succeeded in featuring a travelers
cheque give-away campaign on 12 prize sites and also a stamp
rally campaign on 38 prize sites. As a result, 20 applicants
participated in the 1st phase give-away campaign and more than
1400 applicants applied to the 2nd phase of the give-away
campaign.
Japan | Jan – Mar Quarter Update 2014
FANS / FOLLOWERS
Q2
FANS / FOLLOWERS
Q3
NUMBER OF POSTS
REACH
5,617
-
29 posts
4,991
-
-
-
-
-
-
In Japan, the most favorite image is Uluru. During Q2, the most popular topic was about Uluru being a
place where people propose. The 2nd most popular topic was about heart shaped landscape in the area.
Japan | Jan – Mar Quarter Update 2014
H.I.S. Coop
• TNT Japan supported H.I.S. for their sales promotion of NT products
• H.I.S. introduced its NT package products in its mail magazine (150,000 copies) and on its Facebook
• (230,000 fans).
• H.I.S. plans to advertise its package products in newspapers in April to accelerate visitors to NT for
May and June.
• H.I.S. distributed the special NT guidebook to its 200 retail stores to introduce the NT online
campaign to its customers.
• H.I.S. also made a couple of special brochures in conjunction with QF Campaign under our MOU
agreement.
• H.I.S. has attracted 175 passengers as of April 01 for April/June, 133% YOY.
Uluru is shown on billboard at busy
Shinjuku station .
Japan | Jan – Mar Quarter Update 2014
JTB World Vacations Coop
• As a coop promotion with JTB World Vacation, TNT Japan created a digital flushing banner and link to
NT special page in JTB’s website to enhance its Top End tour sales from Apr – Sep, 2014.
• Banner was displayed at MSN Japan from 24th Feb to 2nd Mar for a week.
 MSN Japan: http://hp-comm.jp.msn.com/ (PVs: 450,000,000/monthly)
 Imps: 2,133,432
 Clicks: 2,553
 CTR: 0.1197 %
Digital flushing banner
JTB Grand Tours Coop
• JTB Grand Tours creates high-end products targeting affluent customers. Average tour price is
AU$10,000.
• JTB Grand Tours produced an NT tour which includes Top End and Red Centre connected by the
Ghan. TNT Japan supported to purchase its SEM, which is to appeared on the top page in major
search engines, Yahoo! and Google.
• As of 31 March, the booking numbers from March to Jun 2014 is 18, up 150 % compared to last
year.
Japan | Jan – Mar Quarter Update 2014
Club Tourism Coop
• TNT Japan supported Club Tourism International (CTI) for their sales promotion of NT for
April/September travel period.
• CTI increased the exposure of NT in their brochures. They introduced NT tour products in their
membership magazine (300,000 copies X3), as well as advertised in the Yomiuri morning paper, the
largest circulated newspaper in Japan.
• CTI also include Top End into their package tour product.
• CTI has recruited 177 passengers as of April 01 for April/June, 239% YOY.
Package tour products including Uluru
were advertised on 9 March 2014 on
Yomiuri morning paper that has largest
circulation.
Japan | Jan – Mar Quarter Update 2014
JALPAK Coop
• To celebrate JALPAK’s 50th anniversary, the company developed
new packages. TNT Japan supported JALPAK to create a new
itinerary, which includes both Top End and Red Centre
connected by the Ghan, and started to sell from 16 Jan 2014.
(150,000 copies)
• JALPAK’s existing NT page was enriched, including the newest
Top End contents.
• E-newsletter was delivered to JAL’s members on 18 March.
(300,000 members)
• A one page of advertorial was placed in AGORA, the in-flight
magazine for JAL’s first-class seat users and JAL card top
executive members’ April edition which will introduce the 50th
anniversary NT package tour on the same page. (Circulation:
730,000)
• Due to suspension of QF between SYD - AYQ and fluctuations in
exchange rate, the tour fee increased about AU$850 compared
to last year.
• JALPAK is struggling with sales and the booking numbers for
April – Jun,2014 resulting in 41.2% y/y as of 24th March.
Japan | Jan – Mar Quarter Update 2014
Top page of JALPAK’s NT tour page
FAM Opportunity
• TNT Japan plans to carry out travel trade famils from 12-17 June to 2014 to offer first hand
updated information on a variety of activities in Uluru and introduce Kings Canyon and Alice
Springs to Japanese wholesalers.
• Targeting tour planners, operation staff and sales promotion staff from leading wholesalers and
travel agents.
• ITOs in Sydney will be invited to include new tourist attractions into wholesalers package products.
• Target number of participants are 5-6 from Japan and similar from Sydney
• Planned itinerary
 6/12: Leave Japan, overnight on board
 6/13: Arrive at Uluru, afternoon tour
 6/14: Sunrise and Base Tour. Hotel site inspections. Dot Painting Experience.
 6/15: Full day excursion to Kings Canyon, transfer to Alice Springs
 6/16: Small presentation by local operators at TNT HQ. Leave Alice Springs
 6/17: Arrive in Japan
If you are a Red Centre based operator who would like to be involved, then please
get in contact with Philip Haines on philip.haines@nt.gov.au
Japan | Jan – Mar Quarter Update 2014