JAPAN NATIONAL TOURISM ORGANIZATION
The Discovery Dial
Innovative UX navigating experiences by the pace they offer
More than triple average dwell time on page three languages.
Six times average conversion rate.
Added over 50,000 qualified email subscribers.
A co-op campaign that had to deliver on multiple objectives
Japan National Tourism Organization were looking for a co-operative campaign with tourism partners that would increase visitation to Japan, grow awareness of the diversity of the destination and drive database acquisition.
The insight that reframed how people choose tourism experiences
Our insight was that Australian travellers increasingly choose holiday destinations based on the change of pace they are looking for. This, combined with the fact there’s nowhere else in the world but Japan that embraces life at the speed of the bullet train and philosophies centred on stillness, gave us our breakthrough idea.
A unique creative UX concept that shifted the dial
The Discovery Dial is an interactive visual interface that flips the conventional method of browsing holiday destinations by showcasing the broad range of options that Japan has to offer by the pace of each experience.
Combined with a promotion to drive further engagement
Users were invited to browse by using the dial to increase or decrease the pace of experiences. They were then invited to choose their top 3 activities for a chance to win a trip to Japan with prize partners JAL and G Adventures. Participants were emailed details of the activities that they had chosen to further increase awareness and intention to book.
Delivered end-to-end from concept and design to partner negotiation
Circul8 built the competition mechanic including design and development, negotiated cooperative partnership with JAL and G Adventures and managed the social media paid advertising to drive awareness and entries to the competition.
“We were thrilled with the work produced and the results of the project Circul8 delivered. The project was run like clockwork, we saw incredible results and a new benchmark for ROI on activity with a DMO.” – Louise Laing, Director of Marketing, Australia and New Zealand, G Adventures
