Japan Airlines
‘First Stop, Japan’
Role: Content Strategy · Copywriting & Editing · Creative Direction
Conceptualised and launched a whitelabel microsite featuring interactive Japan destination content across six Southeast Asian countries (Singapore, Malaysia, Philippines, Indonesia, Thailand, Vietnam) to keep Japan as a top-of-mind travel destination.
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Whitelabel Microsite comprising ‘What Konbini Snack Are You'?’ travel personality quiz and destination content
Performance Marketing
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Directed content and creative, including writing the travel personality quiz, editing, and managing a team of writers.
Developed ad content for performance marketing across multiple media channels to drive traffic and quiz participation.
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The campaign significantly exceeded KPIs, achieving:
28.5 million+ total impressions (34% above KPI)
30,000+ total quiz participants (570% above KPI)
