1. THE BEST SOCIAL TRAVEL CAMPAIGNS
Share your WOW! - Japan Photo Contest -
Kylie Clark, Japan National Tourism Organization

2. Outline of the project
◆ PROJECT GOAL
Spread positive image of today’s Japan by word of mouth and
social media to increase international visitors.
◆OVERVIEW
Campaign Title : Share your WOW! -Japan Photo Contest-
Target: All markets
Language: English/Korean/Simplified and Traditional Chinese
Period : September 1st 2012 - February 15th 2013
Incentive: Unique monthly prizes for registered member
Invitation to an award ceremony
@socialtrav ,#STM2012

3. Flow of the campaign
Register for the campaign Upload WOW! Photos for 6
and visit Japan themes on official website
Cool! Beautiful! Happy!
Visit Submit Delicious! Funny! Miracle!
Win Share Share the posted photos
Invite best contestants for
to an award ceremony & with friends
provide a “WOW!” ・・・
・・・
experience. ・・・
・・・
@socialtrav ,#STM2012

4. Campaign Website
Campaign Site Top Photo Ranking
Prize information Today’s pick WOW! numbers received
@socialtrav ,#STM2012

5. Unique Prizes and Award Ceremony
1. Campaign Prizes
Grand prize: 1 winner Lord of Tsuruga Castle Experience
6 theme prizes: 6 winners
Tohoku/Kanto Prize: 9 winners
Free 1-week Wi-Fi pass: 10,000 users
Monthly prizes: 20 winners X 6 months
2. Award Ceremony
G-Cans Project - world's largest
underground flood water diversion
facility.
@socialtrav ,#STM2012

6. PR Activities & Current Entries
- Listings page advertisements
Online - Facebook/Sina Weibo advertisements PR Banner
- Online promotion through tie-ups with Expedia, Rakuten Travel, etc.
- Overseas media PR (global trade shows - WTM etc.)
- Travel agencies, tourist facilities, and Japanese language school tie-ups
Offline - Communication through translators and guides
- Free publications aimed at foreign tourists in Japan
Current Entries
◆Total WOW members (registered): 6,320
◆ Total WOW photos: 12,174
Poster image
◆ Total number of clicks “WOW”: 244,086
◆ Free wi-fi winners: 3,000 (Sept/Oct. ) =1,500 people per month
Clicks & Wi-Fi as at 1 Sept- 26 Oct 2012
Members & Photos as at 2 Nov 2012
@socialtrav ,#STM2012

7. With thanks to our partners