Travel Japan
Film, photography and social content for Japan’s tourism board: in 2019, FMD connected two production trips through one campaign strategy.
- Sector
- Destination marketing
- Destination
- Japan
- Project year
- 2019
- Deliverables
- Film, photography, social content
Two trips, several ways to tell the story
Two agencies brought complementary briefs: video content for a bucket-list series and material for social channels. FMD developed a campaign strategy and produced the content across two trips. Photography, short social videos and two longer documentaries presented different aspects of the destination.
Working with agencies and creators
A travelling creator team complemented the production with its own publications. The project illustrates how editorial planning, production and social distribution can work together for a tourism board. The films and photographs below show the resulting content.
Briefing
Variety of content - authentic and attention-grabbing
In mid-2019, FMD was commissioned by two different agencies to complete two projects for the Japanese tourism board. The first job was to develop some high-quality video content and in particular, to publish it in a bucket list series; the second job was to get people’s attention on social media. FMD came up with a campaign strategy which was then executed in two different tours around the country. The end result was countless pictures, high-quality video material, some unique videos for social media and even two longer documentaries.
Marketing ambitions
Building awareness. Development of new target groups.
To make sure that the content we created would reach as many people as possible, we brought together a team of social media influencers who came with us on the trip. The aim was to get 5 million views throughout the whole of the campaign. By the end of the first trip, the number of people who had seen our content on social media was 70% above that.
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