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 CONTACTIntegrated Marketing for Tourism & Local Government
The tourism site sits with a contractor, social with an officer, advertising with an agency. We design the path from before the trip to after the visit as one thing, and run SEO, social, advertising and LINE from one place.
Google (SEO)
Instagram
TikTok
LINE
Numbers
62%
Six DMOs in ten have no strategy
Share of registered DMOs with no business strategy in place. Only 38% have one
Japan Tourism Agency, FY2023 Survey of Challenges at Domestic DMOs, N=17057%
More than half can't turn data into strategy
Share who said they lack the know-how to analyse data and turn it into strategy. A shortage of the data itself: 52%
Japan Tourism Agency, FY2023 Survey of Challenges at Domestic DMOs, N=17082%
The top challenge: recruiting and developing people
Recruiting and developing people, cited by registered DMOs as a challenge. Budget follows at 80% and information and promotion at 46%
Japan Tourism Agency, FY2023 Survey of Registered DMOs, N=26634%
DMOs that can track travel spending: one in three
Travel spending as a metric DMOs have a handle on. 80% have a handle on total overnight stays, while actual spending goes untracked
Japan Tourism Agency, FY2023 Survey of How Domestic DMOs Calculate Their Metrics, N=13837.6tn yen
Three quarters of travel spending is domestic
Total domestic travel spending in 2025. Inbound accounts for 9.5 trillion yen of it, around a quarter
Reporting based on the Japan Tourism Agency's Travel and Tourism Consumption Trend Survey and others, April 2026327properties
Authorities running social are short of people too
Number of local authorities citing a shortage of people as a challenge in running social media. Difficulty verifying results: 311 responses
Digital Smart City Foundation, Survey of Local Authorities on Tourism, 2024 (n=720)Issues
01
With total overnight stays as the only metric, whether any individual programme worked stays unknown. Next year's specification can't be written either.
The fixTags and UTMs on the site and booking form let us compare bookings by programme and by source.
02
Someone gets interested and reaches the tourism site, and that's where it ends. There is no way to reach them again.
The fixWe build LINE sequences for before, during and after the trip, so you have a way to reach them.
03
Commission the tourism site, social, advertising and LINE separately and the message, the design and the counting all stop matching.
The fixWe bind the tourism site, social, advertising and LINE to one message, and hold the whole.
Solution
01
We break the journey into stages, from people who don't know you to returning visitors, and identify where the contact is missing. The order of investment for this year gets decided there too.
02
Articles on the tourism site build the way in from search, and TikTok and Instagram hold the discovery surface. Ideas that respond get pushed with advertising.
03
Tags and UTMs on the site and the booking form get it to a state where arrivals and bookings by source can be compared on one measure.
04
Pre-trip guidance, in-trip vouchers and post-trip return prompts go into sequences. At year end it is handed over, admin access and all.
What we watchSearch traffic, booking rate by page, branded searches
What we watchViews, saves, profile visits
What we watchArrivals at the tourism site, cost per booking
What we watchFollowers, open rate, voucher redemptions
What we watchBookings by source, contribution by programme
Which surface to start with depends on what you already have in hand.
Process
Strategy through improvement, held by the same people throughout
Phase01
Who holds what goes onto a single table first.
The tourism site, social, advertising, LINE and print. We map the contractor, contract period and budget for each, then decide what this year is going after and the KPIs.
Phase02
Several surfaces, one message.
The way in from search gets built with articles on the tourism site, and the discovery surface sits on TikTok and Instagram. Ideas that landed get pushed with advertising.
Phase03
We count which programme drove visits.
Tags go on the site and the booking form and the UTM conventions get decided. Arrivals and bookings by source then compare on the same basis.
Phase04
For someone who came once, we reach out.
The messaging splits across just after the follow, while the itinerary is being planned, during the stay, and after they get home. The rich menu leads to experience bookings and vouchers.
Phase05
Completed within the year, and left in a form next year can carry forward.
Monthly reporting covers arrivals and bookings by source. At year end we hand over admin access, the material, the operating manual and how the KPIs are measured.
FAQ
It can run through one point of contact. SEO and improvements on the tourism site, managed social, ad management, and designing and sending on LINE are all within the same team's scope. Whatever is already working stays as it is; we start with what's missing.
It can. Working from the agency's guidance on measuring KGIs and KPIs, we design travel spending and visitor satisfaction alongside intermediate metrics per programme, in layers. How it gets measured is settled before anything starts.
All in your organisation's name. The LINE official account and tools like L Step and Liny are contracted by you. The follower data and the messaging configuration stay with you, which is what makes it possible to carry forward.
The pages that advertising and search land on, and landing pages that lead to a booking, are produced or rebuilt by us. Where a full site rebuild is running as a separate programme, we are happy to handle only the measurement implementation and the path design.
You can. The usual approach is a parallel period of around three months timed to the contract renewal, so you can compare on the same metrics. For work that can't stop, we build the handover plan first.
We design it so it carries on. What gets documented is the operating manual, a list of admin access, the posting and messaging rules and how the KPIs are measured. It is handed over at year end, and we keep hold of the parts that need judgement.
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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