X Japan, Japan’s most famous rock group, planned a three-day reunion live concert series at the Tokyo Dome between March 28th and March 30th, 2008.

In mid-February, X Japan decided that they wanted to extend ticket sales to their international fanbase who wanted to see their concert, but had no way of purchasing tickets, as tickets were limited to Japanese fanclub members only. Many of these fans also had never been to Japan before, and could not speak Japanese, which posed as a huge limitation for many international fans who wanted to attend the concert.

Working together with H.I.S. International to secure transportation and accommodations, we organized and planned a tour package that included flight to Japan, accommodations at the luxurious Shin-Yokohama Grand Prince Hotel, a special VIP reception event and gift, and premium concert tickets. In addition, the tour included sightseeing, led by our team around Tokyo and the surrounding area, as well as activities such as shopping and karaoke.

As we only had 21 days to plan the tour, and 15 days to market and sell the tour package, our team worked diligently to launch a full-scale online marketing campaign which included email marketing to 6,000 opt-in fans; press release distribution and publicity placements; online and radio advertisement placement; aggressive online guerrilla campaigning; and social media marketing.

 
I was primarily responsible for liaising with H.I.S. International, spearheading strategic planning for marketing and publicity, and overseeing execution of the entire campaign.

Our efforts resulted in $64,400USD in tour package sales for H.I.S. International and X Japan.

GALLERY