Japan Airlines ‘First Stop Japan’ Campaign
Content Lead, Writer & Editor for Japan Airlines’ ‘First Stop, Japan’ whitelabel microsite
The Client: Japan Airlines
The Campaign: First Stop, Japan
The Output: Whitelabel Microsite, Performance Marketing
The Brief: To ensure Japan remained a top travel destination post-pandemic by conceptualising and launching a regional whitelabel microsite across six Southeast Asian countries (Singapore, Malaysia, Philippines, Indonesia, Thailand, Vietnam), incorporating JAL's branding and interactive content.
My Role: Played a primary role in conceptualising the creative and content direction for the microsite, including writing the travel personality quiz. I managed a team of writers, editing a variety of engaging and informative content, such as snackable recommendations.
Additionally, I took charge of the ad content strategy for performance marketing, leading to successful ad buys across multiple media channels (e.g., Google Display Network) to drive traffic and quiz participation.
The Impact: The campaign significantly exceeded KPIs, achieving:
28.5 million+ total impressions (34% above KPI)
30,000+ total quiz participants (570% above KPI)
Personality quiz results page
Curator: Chiharu Kuwajima
Content Lead/Writer/Editor: Becks Ko
Writer: Amanda Arambulo
Campaign Manager: Dhivya Latha
