Promoting Hokkaido in the UK Market

The Brief

To deliver sales, marketing, PR and filming support for JNTO’s Hokkaido campaign, showcasing the destination’s diversity around the Rugby World Cup. The trade objective: secure two UK tour operators to launch new Hokkaido packages built from our itinerary.

Our Strategy

We designed and delivered an experiential FAM trip end-to-end, working with our Japan representative and JNTO to curate a varied itinerary, including the Sapporo TV Tower Observation Deck, Toyako Onsen Illumination Tunnel and shopping at AEON Mall. Using long-standing relationships with UK operators in the sport, winter sport and activity markets, we identified two key partners and pre-agreed that each would build a Hokkaido tour off the back of the experience.

In parallel, our sister production company produced Series 1 & 2 of Big in Japan and the award-winning Hokkaido: Sound of Japan destination video, giving the campaign a strong broadcast and digital footprint.

The Results

• Powder Byrne and IGLU SKI recruited to the FAM trip
• 2 new Hokkaido tours launched by participating operators
• Discounted flights secured for FAM trip participants
• Big in Japan Series 1 & 2 broadcast worldwide on Sky Sports (8 x 5-8-minute episodes) and online
• Award-winning Hokkaido: Sound of Japan destination video produced and distributed