Visa, Star Alliance to push Japan travel

The move is part of the Japanese Government's 'Visit Japan' (Yokoso Japan) campaign to reposition Japan, long perceived as an expensive destination, as a value-for-money market. The campaign, which begins this month, will consist of in-flight promotional videos and in-flight magazines on participating Star Alliance carriers and travel publication print ads, priority placements in Visa's Platinum, Infinite and Signature cardholder benefit guides, Visa travel promotions and package offers. In addition, Star Alliance promotional airfares and packages are set to launch within this year. Visa and Star Alliance will share advertising costs and both companies will utilise their existing customer databases and communication channels. The Star Alliance has already implemented its Japan Airpass, a travel promotion which allows non-Japanese residents to buy up to five coupons each costing ¥11,550 (about US$106). The coupons can be used in exchange for Nippon Airways economy class flights to up to 49 different destinations. The campaign will launch across Korea, Hong Kong, PRC, Taiwan, US, UK, France, Canada and Germany. The campaign primarily targets leisure travellers, but also wants to encourage business travellers to extend their stay and increase spending. According to Visa, the primary target is the Western traveller who is a college graduate or above with an annual income of US$100,000 or more. Rajiv Kapoor, executive VP marketing, Visa Asia-Pacific, said while Japanese were travelling overseas, the Visit Japan campaign was implemented to help boost inbound travel.