Case Studies: Tobu Tower Skytree

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Before the Cherry Blossom Season:

How Tokyo Skytree Used "In-Journey" Advertising to Encourage Real-World Visits

Tobu Tower Skytree Co., Ltd.

2025.07.07

Tobu Tower Skytree Co., Ltd. × Vpon: A Location Data-Driven Marketing Innovation for Cherry Blossom Season

To boost visitor numbers during the tourism off-season before cherry blossom season, Tobu Tower Skytree Co., Ltd. partnered with Vpon’s data technology to launch an “In-Journey Push Notification” service targeting foreign tourists visiting Japan. By leveraging location data insights and multilingual marketing strategies, the service delivers real-time and precision-targeted messaging. This initiative not only successfully enhanced visitor engagement and attracted more tourists to Tokyo Skytree and surrounding attractions, but also set new records for regional visitor growth.

This case study will provide an in-depth analysis of the marketing project’s background, strategies, and actual results, demonstrating the value transformation potential of data applications in the tourism industry.

SUMMARY

01　Pain Points

The number of visitors is relatively low from February to March just before the cherry blossoms bloom, so the company was considering strengthening its efforts to attract foreign visitors to Japan.
The company was looking for a fast and efficient way to deliver advertisements to tourists visiting Japan.

02　Solutions

Focused on real-time “In-Journey” ad push notifications, leveraging location data for precise audience targeting and communication.
Develop creative content optimized for multiple languages, time periods, and events (cherry blossoms) to strengthen the flow of traffic to social media and landing pages

03　Results

Responses on social media and landing page traffic increased, with cherry blossom-themed content proving particularly effective in East Asia and Southeast Asia.

The Background of the Case

They were considering increasing their numbers of foreign visitors to Tokyo Skytree during the limited period just before the cherry blossom season, when visitor numbers are relatively low.

Reasons for Choosing Vpon?

They highly recognized Vpon’s ability to leverage the location data of travelers to deliver precision advertising based on their real-time “In-Journey” behaviors.

Additionally, they acknowledged Vpon’s extensive hands-on experience in advertising to Japan-bound tourists, with the capability to provide customized multilingual advertising content tailored to the characteristics of different linguistic and cultural demographics. These professional capabilities perfectly aligned with their needs, enabling efficient attraction of target customers within a short timeframe, leading them to choose us as their strategic partner.

Solutions Provided by Vpon

① Data-Based Targeting Design
Based on big data on visits to Japan, we analyzed the location information and interests of foreign visitors to Japan, and created an optimal advertising delivery strategy for “In-Journey,” targeting travelers staying in the area around Tokyo Skytree.

② Creative Development in Multiple Languages and from Multiple Perspectives
We selected banners and reel videos in multiple languages, including English, Mandarin, Korean, and Southeast Asian languages. We developed expressions taking into consideration cultures and tastes, with appealing axes matching the time of day (morning, afternoon, night) and the cherry blossom event.

③ “In-Journey” Advertising Placement Area Focus and Optimization
Based on the analysis results, we narrowed down the distribution area and targets to areas such as the area around Tokyo Skytree and spots with good traffic flow, and delivered ads to only potential targets.

④ PDCA implementation to maximize results
Through A/B testing, we continuously analyzed the performance of each creative. We visualized user behavior on the landing page and reactions on social media, and optimized the creative and delivery content in real time.

※Some parts are written in Japanese, but the actual screen will be displayed in the target language.

Effects After Implementation

After the ads were distributed, the number of visitors to the landing page and the reactions from users (comments, likes, etc.) all far exceeded expectations, and a secondary ripple effect was also confirmed through social media.

In particular, the appeal based on the theme of “cherry blossoms” had a strong appeal to users in Taiwan, Hong Kong, and Southeast Asia.

During the campaign period, the ranking of visited areas for Sumida Ward rose. As the advertising campaign led to actual visiting behavior, it also contributed to promoting visits to the entire region.

Sumida Ward’s Sightseeing Route Sees a Rise in Tokyo Tourism Rankings

※Compared to the same period last year (based on Vpon data).

Tokyo Skytree Rises in Rankings of Popular Spots in Tokyo

※Compared to the same period last year (based on Vpon data).

Customer Testimonials

「データを活用した効率的な『旅ナカ』広告の配信ができ、良い結果が得られました。」
(We were able to use data to deliver efficient “In-Journey Push Notification” advertising, and we got good results.)