Social × Video Marketing
Social Media Management POV Studio Influencer PR Social Ads Management Inbound Tourism Marketing Full-Funnel Marketing Recruitment Marketing Japan Market Entry Marketing EC Operations & System IntegrationProduct × Travel
Travi Travel AppAI × R&D
AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTSNS Advertising for Tourism & Local Government
Destination advertising always gets the same question afterwards: so how many people came? We install the measurement before delivery and leave numbers you can defend inside the financial year.
Meta
TikTok
YouTube
Numbers
311properties
Authorities can't tell whether any of it is working
Number of local authorities citing difficulty verifying whether their posts are effective as a challenge in running social media
Digital Smart City Foundation, Survey of Local Authorities on Tourism, 2024 (n=720)327properties
And there aren't enough people to run it
Number of local authorities citing a shortage of people as a challenge in running social media. Instagram is the most used platform, with 605 responses
Digital Smart City Foundation, Survey of Local Authorities on Tourism, 2024 (n=720)49.1%
Half of twentysomethings look for destinations and travel tips here
Instagram, named by people in their twenties as a source of travel information. Overall it is 26.4%, and travel booking sites 28.4%
Rakuten Insight, Survey on Travel, March 2025 (n=1,000)17.8%
Women under 30 weight social media above all
Share of women in their teens and twenties naming social posts by individuals or travel media as the single most important source when choosing where to go. Overall it is 5.6%
Jalan Research Center, Domestic Overnight Travel Needs Survey, spring 2025 (people intending to travel, n=3,151)43.3%
Four in ten inbound visitors check social before departure
Share naming social media as a useful source before departure. Video sites come in at 39.6%
Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual reportIssues
01
Without measurement on the tourism site and the booking form, all that is left is impressions and clicks. How far anyone got stays untraceable.
The fixA pixel, CAPI and UTMs on the tourism site and the booking form, reported through to bookings.
02
One seasonal film gives you nothing to compare. If it misses, there is no second move and no way to know what worked.
The fixWe test vertical video split by angle — the experience, the season, the route, the quiet hours — in small budgets.
03
Planning in December and January, spending from April, contracts ending on 31 March. Delivery driven by using the budget raises the unit cost and leaves no knowledge behind.
The fixWe reallocate budget to the peaks and troughs and leave records detailed enough to write into next year's specification.
Solution
01
The pixel, Conversions API and UTMs are implemented before delivery. Where bookings jump to another domain, we separate out what can be measured and tell you up front.
02
The experience itself, the season, getting around, the quiet hours. We build vertical video for each angle and use the early data to see which works.
03
Budget is reallocated to what responded and split across the peaks and troughs. In crowded periods delivery redirects flow; in quiet periods it drives visits. The objective itself changes.
04
Reporting goes beyond spend and volume to sessions by referrer on the tourism site and bookings taken. At year end, admin access and the analysis are handed over together.
What we watchViews, average watch time, cost per click
What we watchArrivals at the tourism site, cost per booking
What we watchCompletion rate, growth in branded search
What we watchReturn rate, booking rate, frequency
What we watchSessions by referrer, bookings
The delivery mix changes with the funding source and what the programme is for.
Process
Delivery design through reporting and next year's plan, supported end to end
Phase01
Eight tenths of whether advertising works comes down to the design before delivery.
We confirm the result you are going after and the funding source, pick platforms and objectives, and implement measurement on the tourism site and the booking form.
Phase02
Building a comparable set comes before building one perfect film.
The experience, the season, getting around, the quiet hours. Vertical video across different angles, shot in first person with nobody on camera.
Phase03
Not instinct. The early data tells us what works.
Several run in parallel in small budgets, and we narrow to what works on CPM, retention, click-through and early bookings.
Phase04
Budget moves to what is working, and the split changes with the season.
Budget concentrates on the deliveries that perform. In crowded periods it redirects flow; in quiet periods it drives visits. The same material, a different objective.
Phase05
Records are kept detailed enough to write straight into next year's specification.
Monthly reporting on layered KPIs. At year end we hand over admin access and the creative analysis together.
FAQ
There is. Within the year you end up with the measurement infrastructure and a verdict on what worked, and at year end we hand over admin access, the material and the analysis. Next year picks up from there.
There are two structures, fully performance-based and management-fee based. In tourism and local government, where programmes rarely reduce to a single conversion point, we almost always propose the management fee. The structures are set out on the social ads pricing page.
We implement measurement before delivery and agree in advance what counts as working. Reporting leads with sessions by referrer and bookings, and states plainly what falls outside what can be measured.
It can. First-person film with nobody on camera doesn't depend on anyone's likeness or statements, and can be swapped freely. Where a concept does involve people appearing, the pre-publication review goes into the contract.
It can. Running it unchanged, though, we honestly wouldn't recommend. The first three seconds, the subtitles and the length need rebuilding for how vertical gets watched. We confirm the scope of secondary use before starting.
Where that is a concern, we change the objective of the delivery itself. Nothing runs in the crowded periods and areas; delivery narrows to quiet seasons, surrounding areas and the early and late hours.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
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