Visit California partnered with Otona Muse, a number one way of life journal and digital platform reaching 1.43 million millennial ladies, and JTB, Japans largest tour operator, to encourage Japanese vacationers to find California.

This summer time, Visit California partnered with Otona Muse, a number one way of life journal and digital platform reaching 1.43 million millennial ladies, and JTB, Japan’s largest tour operator, to encourage Japanese vacationers to find California.

The marketing campaign featured in style Japanese singer, dancer and actor Takanori “Gan-chan” Iwata, one in every of Japan’s most recognizable celebrities. Through a collection of journey experiences, Gan-chan showcases the variety of Southern California, with stops in Los Angeles, West Hollywood, Greater Palm Springs, Anaheim and San Diego. Content from his journey was distributed throughout Otona Muse and JTB print, digital and social channels, together with Instagram and YouTube, reaching customers throughout platforms.

At the middle of the partnership was a 100-page particular version of Otona Muse, “Fall in Love with California,” devoted completely to California journey and that includes Gan-chan’s experiences throughout Southern California. The particular version offers readers with vacation spot inspiration and journey concepts whereas showcasing the breadth of experiences accessible throughout the area.

The collaboration additionally connects inspiration on to conversion. JTB launched new bookable itineraries designed for millennial ladies and impressed by Gan-chan’s favourite Southern California experiences, offering customers with a direct path from journey inspiration to reserving.

Since launching in late June, the partnership has generated 15 million impressions, 120,000 video views and $2.2 million in media worth. Additional content material will roll out within the coming months, extending the marketing campaign’s attain and conserving California high of thoughts with Japanese vacationers. Building on the Southern California collaboration, Visit California is planning a second activation highlighting Northern California in 2027.