Dentsu Inc. and Recruit Holdings Begin Collaboration in Marketing to Inbound Foreign Visitors

Dentsu Inc. and Recruit Holdings announced on May 26 that they have agreed to begin collaboration in the field of marketing targeting foreign visitors to Japan※1.

In 2015, the number of foreign visitors to Japan reached 19.74 million※2, with their annual spending exceeding 3 trillion yen for the first time (3.4771 trillion yen※3). Driven by this increase in visitor numbers and the diversification of their needs, the service-related market targeting foreign visitors to Japan is experiencing rapid growth. Against this backdrop, the Dentsu Group, which operates in over 140 countries worldwide and serves more than 11,000 clients, and the Recruit Group, which provides services creating new discoveries and opportunities for consumers in various life situations—including work, study, living, marriage, childcare, travel, cars, hobbies, and lifestyle information—have determined that combining their respective expertise, know-how, and networks will further invigorate the inbound marketing market.

Going forward, the two companies will jointly develop and provide marketing services targeting foreign visitors to Japan, aiming to create synergies and ultimately contribute to revitalizing the Japanese economy and regional areas. Notably, the two companies have already launched a joint monetization project prior to this agreement.

■Ongoing Joint Projects

Currently, the two companies are advancing the following three projects:

1) Building business processes for "DMO"※4 organizations and functions that develop tourist regions from a tourism destination management perspective

　　and demonstration

To achieve the regional economic development goal—a key objective of the 40 million annual visitors target※5—there is a need to establish and strengthen DMO functions that provide comprehensive tourism management in each region. For DMO marketing activities to increase inbound foreign visitors and benefit local lodging/tourism facilities and commercial businesses, it is essential to build a system where the regional economy circulates, including through DMO membership fees from businesses.

Both companies are engaged in projects contributing to: building the system environment and creating content to enable DMOs; establishing a stress-free payment environment for international visitors; implementing a PDCA scheme for improving initiatives based on various data; and securing and developing local talent.

2) Enhancing the Content Strength of HOT PEPPER Shigeki Yū Nichi

To enhance and expand the content of "HOT PEPPER Value Travel Japan," a quarterly magazine published by Recruit Holdings targeting Chinese visitors to Japan, both companies will collaborate on application development and advertising space sales.

 3) Content Delivery Tailored to Location and Needs of Inbound Tourists

By integrating the "Profile Passport SDK"*67 developed by Blogwatcher Inc. (a joint venture between Recruit Holdings and Dentsu Inc.) into popular apps used by foreign visitors to Japan, it becomes possible to deliver content and push notifications such as coupons based on each individual's location information and needs. Furthermore, as it facilitates data analysis based on the attributes, location information, and delivery results of inbound tourists, it is planned to be utilized as a solution tool contributing to advertisers' marketing activities. Additionally, consideration will be given to providing safety and security information for inbound tourists, an area of growing interest.

 
 	 

※1 Basic agreement signed on February 12, 2016

※2-3: Source: Japan National Tourism Organization

※4 DMO stands for Destination Marketing/Management Organization, referring to a platform organization that unifies marketing and management for destination-based tourism.

        

※5 From the Tourism Vision Concept Conference Supporting Tomorrow's Japan

※6 Regarding Profile Passport SDK

　  Not only can information be delivered at scheduled times, but by efficiently providing content based on user attributes and location data,

      to drive customer acquisition and campaign activation.

      Note: SDK stands for Software Development Kit, meaning a set of development tools for creating applications.

     

Dentsu Inc. News Releasehttp://www.dentsu.co.jp/news/release/2016/0526-008932.html