New Zealand has been positioned as an accessible, popular and fun place to visit in the Japan market with the first ever Fun Seeking Friends famil.
Undertaken in May this year, the famil was designed to specifically cater to the new 'Fun Seeking Friends' segment. Aged 20 - 35, with a female skew, the new segment are unattached, just out of university, without children and keen to explore the world.
The activity also marks the first targeted activity to reach the wider youth market in Japan for over seven years.
Regional Manger Japan & Korea Nick Mudge says; "With our activity in Japan traditionally targeting the senior traveller, the new FSF segment provides a great opportunity to diversify our visitor market and re-engage with the younger Japanese traveller.
"Our research tells us that there is a growing interest in New Zealand as a holiday destination within this group, so we are working to position New Zealand as a place where you can have fun and enjoy yourself."
Eight key travel agents and industry professionals attended the six day trip around the country. During their visit they experienced a range of outdoor activities as well as local culture and cuisine, all selected to showcase New Zealand as an ideal destination for younger travellers.
The itinerary and experiences were new for almost all the participants and provided a great opportunity to build relationships with targeted industry members.
"By experiencing the country for themselves our travel partners are able to see firsthand why New Zealand it is such a great fit for the Fun Seeking Friends segment - giving them the enthusiasm and confidence to sell New Zealand as the ideal place to visit to the younger Japanese traveller."
"The famil is already delivering impressive results demonstrating the value of building key industry partnerships in this segment to increase the reach and effectiveness of our activity."
Attendees included key representatives of STA Travel and University COOP who as a result of the famil planned and produced an STA New Zealand brochure. The brochure has been distributed to 11 universities in greater Tokyo directly reaching the Fun Seeking Friends target market.
In another development, HIS a travel partner popular with the younger traveller segment are currently in New Zealand on a photo shoot preparing for a new New Zealand brochure targeting the younger Japanese traveller.
Read more about our marketing activity in Japan here.