Campaign Background:
Chubu Centrair International Airport outside of Nagoya formally opened a second terminal in September 2019, which coincided with the fast approaching winter ski season in Hakuba Valley to the north. A growing number of Taiwanese go to Japan on skiing trips, and the hope was to capitalize on the opening of the new terminal at the Nagoya airport to showcase skiing and other attractions in the region.
Campaign Features:
Surveys have found that consumers are familiar with attractions in Nagoya itself but do not have strong impressions of peripheral destinations in the region. Some even describe Nagoya online as a “boring city.” We suggested countering these trends through the highly interactive Tigerair Taiwan fan page. We first used the community to drive discussion and draw attention, then leveraged the event page to give maximum exposure to campaign information. We also brought in several key opinion leaders to turn around Nagoya’s stigmatization and used different perspectives to promote Nagoya as actually being a lot of fun.
Video Link:
https://www.facebook.com/100529310013534/videos/769290066893188/
