Background
Although consumers have temporarily postponed their plans abroad due to the epidemic, many people shared their good memories of traveling on the Internet.
Through the cooperation, Tigerair Taiwan and Shimane Prefecture of Japan conveyed the image “the prefecture of good matches and beautiful skin” to Taiwanese consumers, introducing the Shimane-related hot spring products (HIME LABO) for purchasing.
The digital campaign increased Taiwanese understanding and preference of Shimane Prefecture.
Communication Ideas
Thinking from 3 attributes of Shimane:
- Izumo-taisha, one of the most ancient Shinto shrines in Japan, located in Shimane Prefecture, is dedicated to the god Ōkuninushi, famous as the Shinto deity of marriage. In October of the lunar calendar, a festival is held to welcome all the gods to Izumo-taisha. It is believed that the gods gather at Izumo-taisha in October to discuss the coming year’s marriages, deaths, and births.
- Shimane is known in Japan as “the prefecture of beautiful skin.” The hot springs were ranked as the top hot springs for beautiful skin in Japan for six consecutive years. The celebrated Tamatsukuri Onsen in Shimane has been flowing for 1,300 years, renowned for its beautifying properties.
- The delicacies of Shimane
- One of the top three sobas (buckwheat noodles) in Japan –Izumo Soba
- The award-winning, top-quality beef –Shimane Wagyu beef
- Lake Shinji, the top 1 clam catches lake in Japan –Clams
Given the tourism attributes of Shimane, the campaign targeted females for pursuing relationships, beauty, and delightful feasts. Thus, “Her Shimane –Beautiful Skin, Good Relationship, and Delightful Feasts Make You A Better Version of You” became the communication angle of the campaign.
Highlights
The campaign cross-industry cooperated with Hotel Royal Beitou. Consumers who spent a night or took a hot spring bath at Hotel Royal Beitou could experience the HIME LABO products, giving females the opportunity to feel the Shimane-like vacation. After increasing understanding and preference, people may choose Shimane as their next travel destination.
The campaign press conference “Tigerair Taiwan x Shimane Prefecture of Japan” was held at Hotel Royal Beitou, inviting travel journalists, beauty and fashion press reporters, and influencers. The campaign was massively advertised and exposed through news and social media.
Results
◆Campaign site:
The key visual was designed with two traveling females walking into the 1,300-year Tamatsukuri Onsen, Izumo-taisha, Yuushien Garden, and Adachi Museum of Art. The campaign site included official videos, the legend of “the prefecture of beautiful skin,” HIME LABO of Tamatsukuri Onsen skincare products, the introduction of attractions, and the co-op package with Hotel Royal Beitou.
For more information: https://bit.ly/3FDeaQJ
◆Tigerair Taiwan’s owned media:
Homepage banner of the official website
Facebook posts
EDM
◆Cross-industry cooperation with Hotel Royal Beitou:
In addition to promoting the tourism image of “the prefecture of good matches and beautiful skin,” the campaign also introduced the Shimane-related hot spring ingredients skincare products –HIME LABO through the cross-industry cooperation with Hotel Royal Beitou, the first high-end health and lifestyle resort in Taiwan.
The trial packs were placed in hotel rooms and MU Hot Springs for guests. The cooperation between the two parties could strengthen the promotion benefits and help consumers understand the brand by applying the products. Ultimately, guests could purchase online at tigerselect.
In the hotel rooms
In the MU Hot Springs
◆The press conference of Tigerair Taiwan x Shimane Prefecture of Japan:
The campaign press conference invited travel journalists, beauty and fashion press reporters, and influencers. The media news assisted consumers to learn about Shimane Prefecture and HIME LABO, increase favorability, and purchase the products.
Entrance
Press conference
Behind the scenes
Influencers
