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Our unconventional take on travel exploration wins gold

Circul8 wins top honours in the Davey and Marcom awards

The Discovery Dial, Circul8’s recent co-op campaign, has been awarded: 

  • Gold for Online Marketing and Advertising – Contests and Promotions in the Davey Awards and 
  • Platinum for Marcom’s Strategic Communications – Marketing Campaign Category 

Each of these awards is the highest honour of its category!

We’re obsessed with mastering the tourism space and passionate about solving client problems, which makes these awards all the more sweet.

The Discovery Dial campaign is a part of a larger body of work Circul8 is creating for Japan National Tourism Organization (JNTO) to communicate the overarching concept of Japan, the place for every pace.  The campaign features an interactive digital interface that allows users to explore Japan and plan their holiday in an unconventional way — by pace. 

Circul8 built the competition mechanic including design and development, negotiated cooperative partnership with G Adventures and Japan Airlines and managed the social media paid advertising to drive awareness and entries to the competition.

Mockups of the Discovery Dial

Tied in with Circul8’s overarching creative concept, Japan, the place for every pace, the Discovery Dial played on the insight that Australian travellers are increasingly choosing holiday destinations based on the type of experiences and change of pace they are looking for. This was combined with the fact that Japan, unlike any other place in the world, is home to a radical spectrum of holiday opportunities. Nowhere on earth is there a juxtaposition of speeds like in Japan, where busy megacities and bullet speeds coexist with still mountain springs and philosophies centred on calm and an appreciation for slow living. 

A critical element of the brief was to bring tourism revenue to regional Japan, so the activities were painstakingly chosen. We further crafted our selections using insights that:

  1. more travellers are looking for authentic local experiences than ever before and
  2. overtourism makes off-the-beaten-path activities even more compelling   

Users were invited to browse these options via the tool by using a dial to increase or decrease the pace of experience from slow to fast. They were then invited to choose their top 3 activities (which were later emailed to them) for a chance to enter a competition to win a trip to Japan with prize partners Japan Airlines and G Adventures.

The project was run like clockwork, we saw incredible results and a new benchmark for ROI on activity with a destination marketing organisation.

–Louise Laing, Director of Marketing, Australia and New Zealand, G Adventures

Users spent an average of nearly 4 minutes on the page learning about the wondrous experiences in Japan and had a 61% conversion rate. The competition nearly doubled JNTO’s email database and continues to drive bookings to Japan via its influence. 

Check out the Discovery Dial here

The annual International Davey Awards honours the achievements of the “Creative Davids” (as in ‘David and Goliath’) who derive their strength from big ideas, rather than big budgets. It’s the largest and most prestigious awards competition for the small creative agencies. 

MarCom Awards honours excellence in marketing and communication while recognising the creativity, hard work and generosity of industry professionals.

If you’re interested in an award winning campaign for your own organisation or business, get in touch. 


By Circul8

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