Matthew Miller
Jul 28, 2015 appeals to Japan's independent travelers

JAPAN - Travel website has launched its first brand campaign in Japan, through Wieden+Kennedy Tokyo, with a TVC made to appeal to travelers who don't need a tour operator to tell them where to go.


Agency: Wieden+Kennedy Tokyo

Market: Japan

Name of campaign: 'Here's to the explorers'

Campaign scope: TVC, plus new Instagram and Twitter accounts (both @bookingcom_jp) 

Press release quote: "The travel model in Japan is changing, and there is a new breed of traveller. They are no longer satisfied taking someone else’s holiday. They don’t need someone to tell them where to go or what to do. They know what they want, and they want a holiday just as unique as themselves. For them, accommodation is not just a place to rest your head. It’s where the journey starts, and where amazing experiences begin. They are explorers." 

Campaign Asia Pacific's comments: The ad presents an appealing blend of gorgeous destination imagery, pathos among overworked, overcrowded consumers and gentle humour. We especially like the salaryman, who wears his full business suit as he travels to his tropical destination.


Executive Creative Directors: Mike Farr & Tota Hasegawa
Art Director: Matt Moore & Kazuhi Yoshikawa
Copywriter: Charlie Gschwend, Kounosuke Kamitani & Takeshi Amata
Agency Producer: Kenji Tanaka
Digital Producer: Reiko Kawaguchi
Strategic Planner: Greg White
Designer: Keisuke Koumae, Eriko Wakabayashi, Ayano Takase & Marek Okon
Project Manager: Lizzie Murray
Print Traffic: Yoko Onodera
Traffic Assistant: Yuri Yoshimura
Translator: Fumie Itake
Account Director: Takemi Sakairi
Account Supervisor: Hiroyo Takimura

Production company: NeeD
Director: Matthew Swanson
Producer: Peter Slowey
Executive Producer: Melissa Culligan
Editorial: Cutters
Editor: Aika Miyake
Ppost-production: Cutters
Post Producer: Megumi Irino
Online Artist: Yusaku Yasuda
Colorist: Ben Conkey

Music Company: Walker
Sound Design: BumBum
Mixer: Morita

Narrator: Shinya Oowada

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