Tackling overtourism with a fantastical quiz compendium of Japan's Infinite Personalities

At about 3pm on Fridays, my Whatsapp friend group chat is blowing up with random quizzes. Good quizzes have a chokehold on us. Y'know the insane fantasy world types that address you as "Traveller" and take you on an adventure with every question, with at least 10 possible result combinations? Corpo-translate: "interactive storytelling"...

So of course I wanted to go and make one. The perfect opportunity came along on a campaign I led for Japan National Tourism Organization. The goal was to help tackle overtourism in Tokyo/Osaka by driving visitation to other Japan regions. 10 regions, each its own little world with its own personality. Amazing volume, but an overwhelming decision on where to park your wanderlust ✨ . Quiz = make choice easier via reader's personality. With personality as a natural hook, we went all in. Ended up with a marvellous, fantastical compendium of Japan that personified each of our 10 regions as though your whole self would be meeting them - as people, places you could vibe with.

This campaign strategically highlighted Japan’s rich landscapes and cultures across ten different regions, with a special focus on the Hokuriku region to aide its recovery from the devastating 2024 New Year Noto Peninsula earthquake. In total, it involved individual collaborations with more than 10 of Japan's local Destination Marketing Organisations, and over 20 creatives based both within and outside of Japan.

Recognising the evolving needs of modern travellers who seek highly personalised experiences, we developed an immersive journey showcasing 14 distinct regional identities. By matching each destination’s unique charm with global audience research on their travel interests, we positioned Japan as an endlessly discoverable destination beyond the usual hotspots.

This campaign exceeded KPIs and client expectations, garnering over 2 million views in just three weeks. I managed the production of:
- 14 articles
- Immersive photography for each region and article
- Interactive web build with features that showcased each region’s unique appeal
- Highly bespoke social media content to inspire audiences

The performance of this campaign contributed to how BBC’s narrative-driven approach goes beyond traditional travel promotion, creating deeper audience engagement and meaningful connections. Overall, ‘Japan’s Infinite Personalities’ played a big part in driving longer-term impact for Japan’s regional communities and sustainable travel growth.

HOW WE DID IT:

I began by reimagined Japan’s regions as distinct personalities, each paired with a quirky spirit buddy to bring their essence to life. The spirit buddies were designed based on intensive research on each region’s folklore and cultural icons. This concept was executed through 14 immersive articles and a custom-built interactive web experience designed for engagement and discovery. These were elevated by a series of new photos, where our photographer travelled to each region to draw out authentic and emotional depth of their culture and experiences.

CREATIVE DIRECTION AND CONTENT PILLARS:
For this campaign, we not only drew out location stories but also drove direct benefit to artisans and communities, reinforcing the power of storytelling in shaping the perfect blend of “Land, Culture, People”, a cornerstone pillar of BBC and BBC StoryWorks’ travel storytelling philosophy.

This campaign united over 10 leading writers, photographers and designers from both within and outside Japan, working closely with multiple Japan destination stakeholders to ensure every detail was captured with precision. This was an essential task for us commercial content producers of BBC StoryWorks, as global audiences and inspired travellers rely on the BBC for authoritative and inspiring storytelling.

For Hokuriku, where post-earthquake recovery has made reliable travel information scarce, we leveraged BBC’s credibility to instil confidence in the region’s revival. By spotlighting rebuilding efforts and local crafts, we show Hokuriku’s beauty, resilience and determination of its communities as they continue to rebuild and revitalise their home. ​

Our photography approach balanced the “big picture” and “small picture”, blending sweeping landscapes with intimate, in-the-moment details—allowing readers to feel as though they were experiencing these places firsthand.

What set our storytelling apart in an advertising landscape saturated with 'visit Japan' narratives was our ability to go beyond the expected. While temples, nature, remote corners, city life, and even art islands are well-documented across competitor publishers and broadcasters, our approach cuts through the noise by combining compelling human interest, cultural depth, and a new visual perspective. Think you've seen Okinawa, Kyushu and Greater Tokyo? Think again. Our photographer made sure that we documented spots and angles that were previously unseen. The photography captured moments in vivid, delicate, intimate ways. The soft glow of sun in a remote village, a hand delicately painting a traditional bowl, hidden visual meanings of art installations. Each photo invited readers into the heart of the scene, making them feel as if they were there, sharing those fleeting, human moments.

We chose interviewees not just for their expertise, but for their personal stakes in their regions: craftspeople preserving centuries-old traditions, guides with deep family ties to the land, and community leaders shaping the future of tourism. Our anecdotes were rich with lived experiences, bringing out the quirks, challenges, and triumphs of everyday Japan.

This holistic, deeply personal storytelling elevated our campaign beyond mere destination coverage. It became an invitation to connect with Japan on a profoundly human level.

CUSTOM-BUILT WEB EXPERIENCE:
We adopted a personality-driven approach, drawing inspiration from trends like personality tests and horoscopes. By leading with an understanding of Asian cultures and interests, we created a quiz featuring iconic and fictional Japanese characters, pairing users with "spirit buddies" representing different regions. This gave people a memorable connection to each destination while encouraging quick sharing on social media.

Collaborating with an Asian illustrator, we fused traditional Japanese culture with modern design, carefully selecting colours and visuals to appeal to travellers and expand their perspectives.

Leading with an Asian lens was crucial for BBC StoryWorks, as a UK-based publisher, to ensure we accurately reflected the region’s culture and resonated with our audience wherever they are from.

PERFORMANCE AND RESULTS:

The campaign ran for two weeks, garnering over 2 million impressions exceeding all KPIs and client expectations. Social promotions were rolled out in three bursts: Batch 1: Hokuriku (4 articles), Batch 2: DMO (5 articles), and Batch 3: DMO (5 articles).

On social media, we achieved a CTR of 3.1%, surpassing the 2% benchmark. Notably, engagement was strongest for lesser-known destinations like San’in and Kyushu, confirming the campaign’s success in shifting travel consideration beyond Tokyo and Osaka.

Our A/B testing revealed that ads focusing on storytelling over direct location mentions drove higher engagement. Ads for Kyushu and Setouchi saw more clicks despite not naming these regions explicitly—e.g., “Explore the home of samurai and Japan’s earliest settlers” and “Go on an artsy Japanese adventure away from usual routes.”

What'e you waiting for? Take the quiz!