Southern Kansai campaign draws strong interest in China

A destination marketing campaign implemented earlier this year by a Chinese digital marketing company and Japan International Economic Development Organisation (JIEDO) to draw Chinese travellers to Osaka and Wakayama has attracted stronger than expected interest.

iClick Interactive Asia Group, which is involved in the campaign, said the activity has drawn 49,845 likes, comments and shares – 97 per cent more than expected.

An online destination marketing campaign for Osaka and Wakayama (pictured) that targeted Chinese travellers was a success

A total of two million views were registered across the campaign, according to iClick.

To promote the southern Kansai destinations, iClick worked with Chinese online influencers to come up with videos featuring attractions in Osaka and Wakayama, as well as itineraries tailored to travellers’ needs.

Additionally, the influencers strategically promoted top-of-mind awareness of holiday car rentals as a convenient mode of transport around the region, due to its developing transport networks.

The two partners also tapped on travel websites such as Ctrip as well as a range of Chinese social media, including content-based platforms Tiktok, Weibo and Xiaohongshu, to engage Chinese travellers.

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