In today’s fast-paced world, convenience is an expectation and not a luxury. NEC recognized this shift in traveler behavior and responded with Travel Light, a service built for international tourism in Japan.
The idea was simple: combine hotel pre-check-in with same-day baggage drop-off at the airport and direct delivery to the guests’ hotel.
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The concept itself was simple, but brilliant. Picture this: You arrive at the Narita Airport, hand over your heavy bags at a dedicated counter, and spend the rest of your first day wandering through Tokyo without any weight on your shoulders. By the time you return to your hotel, your luggage is already waiting in your room.
For many travelers, this transforms the first day of a trip from a stressful ordeal into an opportunity to dive straight to their destination. However, no matter how exciting this idea may be, NEC faced a reality that every company eventually learns. A great idea doesn’t sell itself.
The Luggage Was Light, But the Marketing Challenge Was Heavy
NEC’s shift from B2B technology to consumer services was ambitious, but it came with challenges. Their market research revealed that while the travelers liked the concept, awareness was very low. Few visitors even knew services like Travel Light existed. If that wasn’t enough, some potential users often hesitated.
International tourism in Japan can be intimidating, so any perceived risk is amplified; Would their bags really show up on time? Would everything be intact? Could a new service be trusted with items as personal as a suitcase?
Finding the right audience was another barrier. Frequent visitors from nearby countries such as Korea and Taiwan often traveled light to begin with, carrying a single bag. The real opportunity lies with families and long-stay visitors who carry multiple luggage.
Identifying and researching these people, among high-end hotel guests, required a more advanced approach. NEC’s biggest hurdle wasn’t the service itself. It was about how to tell the story in a way that built trust and captured attention. This was the point where NEC turned to iCJ for guidance.
Partnering for a Smarter Approach
NEC and iCJ worked together to design a campaign that was anything but generic. Instead of placing all our eggs into one advertising basket, the team spread the strategy across platforms and crafted messaging that made sense for each.
- Travelers discovered the service through YouTube stories, with videos showing how the service actually worked.
- On Facebook and Instagram, the campaign kept the brand visible.
- Google Search ads reached people who are already planning their trips.
- Influencers added authenticity by showing their own experience with Travel Light.
Each platform played a role, and the outcome surprised even the NEC team.
- 6.1 million views on YouTube content
- 49 million impressions across social platforms
- A strong 10% click-through rate from Google Search campaigns
- Influencer posts with 4,000+ likes and genuine engagement
NEC captured clarity on who to target and how to communicate effectively with their audience. They now understood who their audience was, how to reach them, and what messages work the most.
Real Stories, Real Insights
Influencer marketing delivered more than reach. It became a learning opportunity. By watching content creators use Travel Light firsthand, NEC was able to gain insight into what excited the travelers, what questions they raised, and which parts of the process could be improved.
These observations became essential feedback for product development and service improvements. This campaign became proof that Japanese B2B companies can successfully connect with global audiences. You just need to find the right partner and incorporate in-depth strategies.
As the country works to balance welcoming more visitors while managing overtourism, innovative services like Travel Light point toward a more sustainable future for Japanese tourism.
iCJ: Bridging Brands and Borders
At iCJ, this is what we do best. We help global brands enter and rise in Japan by creating marketing strategies that make sense locally and deliver results. We also guide Japanese companies like NEC when they step onto the global stage, ensuring their message connects with international audiences.
Whether you’re building trust & awareness, launching a service, or simply trying to understand your international audience better, we’re here to help you turn good ideas into lasting results. Travel Light is one example, but the principle is universal: when you pair the right idea with the right strategy, the impact multiplies. Good concepts become real success stories. And with the right partner, what feels like a bold step becomes the start of lasting growth.
Let’s build something remarkable together. Contact iCJ today.
