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Japan Revealed

In partnership with Japan National Tourism Organization

The story

The Japan tourism board wished to present Japan as a land worthy of deep exploration, offering a wide variety of unexpected experiences that reward extended travel throughout the country.


The idea

Since Lonely Planet’s expertise lies in unveiling off-the-beaten-path experiences, we decided to uncover hidden Japan. Our approach? Focus on a variety of themes and destinations that offer up a surprising mix of modern and traditional experiences.

The solution

We pitched and produced a multi-platform campaign that included each of the following:


Short films

Leaning on video’s unique ability to present exciting new experiences, we sent three young travellers from our burgeoning Pathfinder blogger community to uncover new aspects of Japanese culture, history and contemporary life. In a format designed to appeal to a younger audience, we followed the bloggers as they travelled to seven different locations and created three short films across three key themes: Food, Culture and Activity.

Sights & Activities
Culture & History
Food & Drink

The short films have already received nearly 1 million combined views on YouTube, equaling over 22,000 hours of engagement time.

The guide was printed in five languages including English, French, Italian, German and Spanish.

RMU example


We created a series of co-branded rich media ad units to promote the films across LonelyPlanet.com and beyond.