Okinawa Convention and Visitors Bureau

Okinawa Convention and Visitors Bureau

Promoting Okinawa Convention and Visitors Bureau to international audiences

Services provided

  • Content creation (video)
  • Social media promotion (Facebook, Instagram, YouTube)
  • Advertising (AP News, AP native advertising network)

Challenge

Okinawa Convention and Visitors Bureau needed help to promote a 30-minute video they created to air worldwide on a major television channel. In addition to promoting the views of the video, the client was looking to promote Okinawa Prefecture to a global audience.

Solution

AP Content Services created a 25-second teaser video to promote the client’s longer video and Okinawa itself via social media promotion and native advertising on AP News and across our member network of websites and apps. Our team selected content from the 30-minute video, edited it and consulted with the client to create a teaser video that would perform optimally on social media and native advertising. AP Content Services chose to highlight karate, historic landmarks and other regional iconography to engage a wider audience. The social media promotion and native advertising was targeted to the client’s relevant audiences for an eight-day flight.

Results

OCVB was very happy with the results of the social media promotion, which performed five times better than provided benchmarks. The consolidated teaser was deliberately cut for social media by teasing flashes of the vivid and natural beauty of the region, resulting in high social shares and engagement among targeted users, particularly the younger audience (18-34) that the client was hoping to reach.

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Note

The Content Services group is separate from the AP newsroom. While sponsorship arrangements are available surrounding AP's news coverage, these do not include any brand influence or oversight of the coverage. AP Content Services' custom brand storytelling projects, conversely, do not involve AP editorial staff and do invite brand input and review.