Tokyo Case Study

Tokyo - hero

Tokyo Tourism

Highlighting the vision, 'Old Meets New' focusing on affluent travellers




New markets | New consumers 


Tokyo wanted to increase the number of travellers considering Tokyo as their next destination. This was a global campaign, with a focus on highlighting the Tokyo Convention and Visitors Bureau’s “Old Meets New” vision. The target audience for this campaign were Affluent Travellers.  


In our post campaign survey, 88% of campaign recallers agreed that the TV campaign “arouses my interest in experiencing Tokyo”. With over 1,400 TV spots during the campaign, it’s not surprising that 89% of campaign recallers agreed that the TV campaign “enhances my overall impression of Tokyo as a vacation destination”. 

page views

ad feature page views 


Facebook interactions

tv units

TV spots

Japanese roof

Services this project covered


The concept of “Old Meets New” makes a focal point of the rich cultural history of Tokyo, which dates back to the Edo period. A unique cultural mix of modern and traditional, Tokyo is the perfect place to experience history alongside modern convenience. 89% of campaign recallers agreed that, “Tokyo is where modern and traditional culture coexist.” 

Tokyo - strategy

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