Go Tohoku

Tohoku is a place you have to see to believe. This charming country-side town in Northern Japan is known regionally as a “local gem.” It’s an “Anthony Bourdain: Parts Unknown” kind of location and one that doesn’t make an appearance on most American’s bucket list. The Japanese National Tourism Organization came to us looking to change that. 
 

We knew we had our work cut out for us. There are almost too many cool things to talk about in Tohoku- the rich culture, peaceful tranquility, traditional cuisine – you could launch an entire campaign around the quality of their rice alone. We kept it simple. The “Go: Tohoku” campaign would become a digital miniseries distributed across social media platforms, a micro-site, and would be picked up by several top-tier travel publications.

How do you get Americans to visit an unknown gem in Northern Japan?

Re-thinking every touchpoint

To transform St Giles into a new brand experience, we created a new look and feel for all its marketing collateral, both print and digital. We designed a new logo, on-site signage, and all guest touchpoints, including menus, keycards, letterhead, and countless other print materials. On the digital front, we designed and built an entirely new site and a mobile application with 360-degree player technology, a friendly UX, and direct booking capabilities.

Sticky left Mobile

Sometimes the best way to way to convey a message is to simply tell it like it is: “Go: Tohoku.” And so our job is done! We got to work, creating a strategic marketing push around this central message. The “Go: Tohoku” campaign would become a digital mini-series distributed across social media platforms, featured on a reimagined Japan National Tourism website, and experienced via an on-location press tour with top-tier travel publications The message got out there loud and clear!

20K

Impressions

20K

Impressions

20K

Impressions

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Sticky Right Mobile

Sometimes the best way to way to convey a message is to simply tell it like it is: “Go: Tohoku.” And so our job is done! We got to work, creating a strategic marketing push around this central message. The “Go: Tohoku” campaign would become a digital mini-series distributed across social media platforms, featured on a reimagined Japan National Tourism website, and experienced via an on-location press tour with top-tier travel publications The message got out there loud and clear!

20K

Impressions

20K

Impressions

20K

Impressions

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The docuseries

The “Go Tohoku” docuseries took four American travel influencers who had been “everywhere” to a place they’d never traveled. In Tohoku, Japan, they would experience Samurai warriors, mountain climbing, hot springs, noodle eating contests, and the awe-inspiring Mogami River. Through their eyes, we’d show American tourists the once-in-a-lifetime experience they didn’t even know they were looking for and get Tohoku, Japan that coveted spot on their travel bucket list. 

Content marketing and website development

To expand the “Go Tohoku” campaign reach, we amplified the rich story-driven content with a multi-channel strategy that would include a microsite, social media, influencer marketing, and display ads. The microsite would not only act as a companion to the docuseries but also allow users to set out on their own journey of Tohoku. Inspired by seminal travel guides like Fodors, we created an elegant and functional experience that included an interactive map tracing the route our “Go Tohoku” travelers followed. Users could choose to take a deeper dive into stops along the way and make travel itineraries. Everything we created- from the logo design to inspired photography- would tell the Tohoku story with the same sincerity as the docuseries. 

9.5M+

Impressions

150k+

Digital downloads

3.5M+

Unique visitors