Sasagi Kaori’s Arsenal Match Tour: ‘Sasatabi
Digital Marketing

Sasagi Kaori’s Arsenal Match Tour: ‘Sasatabi

Concept & Process

“The ‘Sasagi Kaori’s Arsenal Match Tour,’ commonly known as ‘Sasatabi,’ is a travel product that originated from user communication on Twitter, marking the first in the history of HIS. This project involved handling various aspects of creativity, including tour planning, sales promotion, customer acquisition, social media communication during the tour, content creation, research, and digital marketing encompassing influencer marketing.”

Through this project, we achieved four key objectives:

Through this project, we achieved four key objectives:

  • Reaffirmation of the Travel Company’s Purpose: We redefined the significance of the travel company by implementing user-centric initiatives. By providing travel products tailored to user needs, we offered unique value propositions that set us apart from other companies.
  • Collaborative Product Creation via SNS Communication: Leveraging social media, particularly SNS communication, we engaged with supporters to collaboratively shape and create travel products. Actively incorporating user opinions and requests, we worked together to craft captivating tours.
  • Trending Tour Hashtags through SNS Updates: By emphasizing SNS updates and strategically using tour hashtags, we successfully trended and garnered attention. Users utilized the hashtags to share tour-related information, appealing to a broad user base.
  • Diversification through Offline Events and YouTube Collaboration: In addition to tours, we expanded our presence through offline events and collaborations with other partner companies for YouTube videos. Offline events provided opportunities for direct interaction with participants, fostering deeper connections. This strategy allowed us to showcase tours widely through various media channels.

The proposal for a local tour with actress and Arsenal supporter Kaori Sasaki came through Twitter on December 3rd.

Along with this proposal, I compiled the voices of Arsenal supporters on Twitter and presented to the relevant department, highlighting the significant promotional impact if realized. Once internal approval was obtained, we engaged in discussions with Kaori Sasaki’s team to finalize the tour details, and sales commenced on January 19 of the following year.

Typically, planning and developing a tour involve various elements and take about three months. However, due to the soccer season-related factors, we decided to plan, conceptualize, and sell the tour within a short period of one and a half months. During this time, we conducted research and site visits to the event venue, fieldwork for creating promotional materials, and incorporated these insights into the design.

Creating a tour based on proposals from Twitter was a new and unique challenge, different from previous experiences. Despite concerns and limited data, we aimed to uphold the belief of being a company that provides tours only a travel agency can offer, even in the face of the growing trend of online ticket reservations. We believed in the importance of offering experiences that participants could not achieve on their own.

The Twitter proposal generated numerous opinions and ideas. Taking a holistic approach, we finalized the tour details. Leveraging HIS’s professionalism and creativity, we aimed to provide participants with unique experiences that they couldn’t achieve independently.

When sales began, the tour became a significant topic not only among Arsenal supporters but also garnered attention from fans of other clubs. Tweets seeking advice about the tour came from fans of various clubs, with many expressing interest in organizing similar tours for their own clubs.

Furthermore, the tour received coverage on web media platforms such as Ameba Blog and Gunosy Inc.’s news, attracting attention from celebrities and figures beyond the industry who tweeted about it. This widespread interest and attention indicated that the tour was intriguing to a broad audience.

The first tour was held in 2019, and since then, up to the third tour in 2023, each tour has been successfully conducted. While the initial tour had a dozen participants, the number of participants more than doubled with each subsequent tour. The series has consistently remained very popular among HIS tours, with ongoing enthusiasm.

One significant factor contributing to the continued popularity of this tour is the expansion through participants’ social media networks. Participants share their fantastic experiences on their social media, sparking interest among their friends and acquaintances and creating a ripple effect, increasing the desire for others to join.

Creating documents and envelopes sent to participants as more than just procedural elements but incorporating enjoyable features added to the excitement and heightened expectations for the tour. Through these creative details, participants looked forward to the tour, and the documents and envelopes became cherished mementos of their travel experiences.

Regarding design, we remained flexible, adjusting to the tour’s progression and participant feedback. We extended printing deadlines to incorporate spontaneous design elements inspired by events during the tour and feedback from participants. Furthermore, we shared these designs on social media, seamlessly blending offline and online content creation to convey the allure of the tour not only to participants but also to a broader audience.

The decision to exclude HIS corporate blue from the giveaway items, including the signed shikishi, and instead design them with Arsenal’s club colors, primarily red, was made with careful consideration. While it’s generally advisable to avoid altering corporate colors, using blue could potentially associate the material with other football clubs. By approaching the design from the perspective of “What would Arsenal supporters appreciate more?” we chose to be flexible in our design approach.

Although there was a bit of uncertainty surrounding this decision, it generated positive feedback on social media. The move was praised as an example of HIS understanding and catering to the preferences of its customers, paying attention to even the smallest details.

The tour, supported by Sasaki Kaori-san, participants, and users who followed the tour from the planning stages, was successfully energized through the use of hashtags.

The key to this tour’s success lies in the collaboration of organizers, participants, and users who couldn’t join, all coming together. This was a novel approach in HIS’s history, merging online communication with users and presenting an entirely new model for a travel company.

Rather than a one-way provision of services by the company, the achievement of creating a tour through real-time collaboration between the company and customers (users) is a significant accomplishment. As I managed this through the Twitter platform, the experience continues to be a valuable asset.

What was gained from this tour goes beyond mere data; it includes the substantial hope from customers that “other companies might not entertain, but HIS would.” Despite numerous risks, the realization of this project added value to the initially set goal of creating a “tour only achievable by a travel company” by emphasizing “because it’s HIS.”

I accompanied the tour as much as possible, providing real-time updates on social media.

Additionally, I posted detailed information on blogs, reaching out to potential customers. Supporters who couldn’t participate were still able to enjoy the tour through social media, and I made a concerted effort to activate the hashtag.

During the second edition, the hashtag “#アーセナル観戦ツアー” trended on X, leading to a threefold increase in the number of participants compared to the first edition.

Even for Arsenal supporters who found it challenging to join due to schedule or cost constraints, I believe that through social media, everyone could feel that they were part of one team.。

In London, we encountered a group of Hong Kong individuals who were familiar with Kaori Sasaki, and there were also photo posts on social media from Arsenal supporters who were not participants in the tour. This allowed us to engage not only with participants and businesses but also with various users.

While many participants tend to join the tour individually, Kaori’s presence and the shared passion for Arsenal served as a catalyst, bringing participants closer together. As the tour progressed, people became more comfortable with each other, deepening their connections and fostering camaraderie. By the time of the tour’s conclusion, there was an atmosphere akin to friends or comrades parting ways.

Through these experiences, the bonds among participants grew stronger, creating special connections. This is likely why events related to “笹旅” in Japan have a reunion-like atmosphere. Participants reunite, share memories, and plan new adventures together, turning 笹旅 into a beloved tradition.

The formation of such a community reflects the success of the tour. Participants coming together, sharing common experiences and emotions, and supporting each other elevated the tour into a unique and special journey, surpassing the typical tourist experience.

 

PROJECT RESULTS

Even after the conclusion of the tour, participants continue to maintain their connections. Leveraging social media and online communities, they stay in touch, share memories of the trip, and even organize various events and meetings.

What started with a single tweet has evolved into a community that goes beyond both offline and online realms, illustrating the enduring appeal and value of the tour. Participants, bound by the special experiences and memories they shared during the tour, remain engaged as members of this connected community. Furthermore, the expansion of online interactions enables connections to extend beyond geographical limitations.

Mr. Kunii from the editorial team of “SOCCER KING,” the soccer information site of FromOne Co., Ltd., joined the tour and conducted interviews with participants, capturing various moments and episodes throughout the journey. The result was the creation of compelling column articles and videos, effectively conveying the allure of the tour and the atmosphere on-site to the readers and viewers of SOCCER KING.

Media coverage and content creation played a crucial role in promoting the tour and sharing the experiences of participants widely. Mr. Kunii’s expertise and passion accurately communicated the tour’s appeal. The columns and YouTube videos published through SOCCER KING became essential tools for reaching people who didn’t participate in the tour, enhancing the visibility of “Sasatabi” and attracting new participants from those who found it intriguing.

Moreover, these media contents have the potential to continue conveying the tour’s appeal in the long term, contributing to the sustained popularity and recognition of the tour in the future.

Some participants not only shared their experiences on Twitter but also documented their travel memories in detail on their personal blogs, making them publicly available. This allowed participants to express their perspectives and feelings in various ways, providing a multifaceted view of the journey.

These blog articles became crucial sources of information, offering insights into the tour from the participants’ viewpoints, even for those who did not take part in the tour.

 

Furthermore, a crowdfunding campaign was initiated to create a photo book capturing the essence of “SasaTabi.” The campaign aimed to convey the charm and significance of the tour, seeking empathy and support for the creation of the photo book. Information about the project’s fundraising goal and production details was extensively shared through social media and other channels. As a result, the project received substantial support from many individuals.

The photo book, compiling images from the journey, became a tangible piece of art encapsulating the participants’ precious memories and emotions. The landscapes of London explored together, the excitement of soccer matches, and the interactions among participants were all revived through the pages of the photo book.

In Japan, sporadic events related to “SasaTabi” are held, serving as a platform for ongoing interactions among participants even after the tour concludes.

What began as an online connection through “SasaTabi” has evolved to foster even deeper connections through offline events. “SasaTabi” tours have grown beyond being just journeys, emphasizing the importance of the bonds and interactions among participants as part of a community. The format of blending online and offline experiences in the tours has created something special for the participants, establishing enduring connections that persist over time.

Starting with this tour, not only soccer supporters but many users have started to reach out for travel-related advice through social media.

Seeking travel advice through social media has become a highly convenient and efficient means for many users, facilitating seamless sharing of information and exchange of opinions. As a travel company, adapting to this new format is essential to provide valuable services to a broader user base. Being part of this firsthand experience and actively engaging with the tour in real-time was a truly rewarding and honorable experience.