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In February, CTTC Japan unveiled Phase 4 of its "Nandemo Ali-fornia" (California has it all) brand advertising campaign, featuring TV and cable advertising, transit advertising in major Tokyo/Osaka train stations, and newspaper and magazine advertising. In addition, a new microsite with Japan's number one travel Web site, Chikyu no Arukikata, which features wine & food, theme parks, National Parks and World Heritage Sites, and fly and drive content, was introduced. Previously, CTTC worked with general portals like MSN and Yahoo!; this year, we are working with travel Web sites to target a more travel-oriented Web user.
CTTC Japan also launched a "widget" promotion that will run throughout July 15. With both a desktop and a blog component, the widgets include:
- California clock and weather
- California English TV (learning English to use when traveling in California)
- California movie (video clips on destination driver topics)
- California topics (content about places and/or experiences of interest)
- California contest (sweepstakes to win vacation to California).
The widgets are part of CTTC Japan's viral campaign to reach Japanese consumers. Phase 4 also includes a mobile phone application of the visitcalifornia.jp Web site, mobile.visitcalifornia.jp. Simplified content for the mobile phone site includes basic travel information, features on each region, the top 10 recommended activities, and a monthly phone newsletter.
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