Digital Travel Guide: ‘Recommend Your Favorite UK Spots!’
Digital Marketing, Graphic & Web Design, Portfolio

Digital Travel Guide: ‘Recommend Your Favorite UK Spots!’

I conceptualized, executed, designed, and managed a participatory campaign called ‘Recommend Your Favorite UK Spots!’ on X (Twitter).

The campaign involved collecting ‘Memories of Traveling in the UK’ from Twitter users to create a digital pamphlet.

My responsibilities encompassed planning, implementation, design production, offline utilization, and report creation.

Concept:

The campaign aims at four key objectives:

  1. Cultivate a sense of affinity towards HIS London branch’s X account.
  2. Enable easy participation for everyone, anticipating a high number of retweets after the announcement of the digital pamphlet.
  3. Reach out to individuals who have not used travel agencies before.
  4. Harness authentic user voices for marketing purposes and leverage them for product development.

We received over 92 replies to the recruitment, and compiled the opinions of HIS employees into a pamphlet exceeding 100 pages.

This pamphlet, distributed in PDF format, was made available for a limited period on the HIS Kansai website.

Each page not only featured the replies we received but also included useful tourist information and trivia. We expanded from the theme of ‘Someone’s Recommendation and Memory,’ which is not typically found in conventional guidebooks, aiming to provide readers with content that sparks new discoveries and interests.

Samples

The pamphlet was designed with a focus on readability and clarity, using the main colors from the X icons of that time as a base.

The design was crafted to exude a unisex atmosphere, making it appealing to a wide audience regardless of gender or age.

Project Results

Through this campaign, we not only experienced an increase in followers and impression rates but also successfully raised awareness of the account among a target audience that had been challenging to reach.

The campaign received numerous retweets and likes, and proved to be a valuable initiative for the product development department, providing insights into user needs and approaches for future product development. The collected data was effectively utilized.

The finalized PDF data was filed and installed at the customer counter of HIS London branch.

This allowed the content to be utilized offline as an engaging resource for customers to enjoy while waiting for assistance.

During the campaign’s public phase, we made multiple announcements on social media and regularly changed the eye-catching image to avoid giving users a sense of déjà vu.

The campaign generated more response than anticipated, with many requests on Twitter expressing a desire for it to be turned into a book or for a second edition to be conducted.

Taking into account the results of the campaign, the UK Government Tourism Board and HIS headquarters proposed collaboration with the London branch, and plans for a second edition were underway. Unfortunately, due to the impact of the COVID-19 pandemic, the plans were temporarily put on hold.

However, both internally and externally, the project concept received significant acclaim.