Launch of "More Come," a tourism-focused marketing service utilizing lifestyle data from 130 million V POINT users

2024.08.22 Press Releases
CCC MK HOLDINGS Co., Ltd.

- Promoting evidence-based policy in the tourism sector by local governments -

CCC MK HOLDINGS Co., Ltd. (Head office: Shibuya-ku, Tokyo; President and CEO: Yasunori Takahashi; hereinafter referred to as "CCCMKHD") is pleased to announce the launch of "More Come," a tourism-focused marketing service that utilizes lifestyle data from 130 million V POINT (number of valid IDs).

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"More Come" says, "We'll use the power of data to help attract more tourists to your town. Based on the concept of "travel and tourism," this marketing service uses lifestyle data from 130 million V POINT (valid IDs) held by CCCMKHD to help local governments plan promotions that are highly relevant to those interested in travel and tourism, as well as producing creative content and delivering advertisements. After the promotion is implemented, you can measure the number of visitors and the effectiveness of the advertising through reporting, and you can visualize the data and use it for future tourism-related measures.
This tourism-specific marketing service, which covers everything from planning and design to execution and effectiveness measurement, enables local governments to make rational, well-founded decisions in response to the various needs and challenges they face in the tourism sector.

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In recent years, the importance of utilizing data has increased in various fields, and in government, the concept of "EBPM (Evidence Based Policy Making)," which involves formulating and implementing policy and measuring its effectiveness based on rational evidence, is becoming more widespread. EBPM allows for effective policies to be implemented based on solid evidence, making it useful in a variety of decision-making situations, including tourism, promotion, and solving social issues. On the other hand, there are challenges to realizing EBPM, such as delays in digitalization, a shortage of marketing personnel, and data accuracy.

In fiscal 2023, CCCMKHD will provide marketing support in Nagasaki Prefecture, from planning and designing tourism promotions based on V POINT lifestyle data to measuring their effectiveness. By delivering ads with creative content that more effectively conveyed the attractions of Nagasaki Prefecture to a target demographic interested in travel and tourism in Nagasaki Prefecture, the company achieved a 140% increase in visitors compared to its target number. Support for other local governments is also currently underway.

Through its tourism-focused marketing service, "More Come," CCCMKHD will provide local governments across Japan with a comprehensive marketing solution, from designing target audiences appropriate for each region, to persona analysis, creative production, advertising delivery, and effectiveness measurement.

Overview of "More Come," a tourism-focused marketing service

This is an explanatory image about the launch of

"More Come" says, "We'll use the power of data to help attract more tourists to your town. This is a marketing service that provides data specializing in the tourism sector for local governments, based on the concept of "Tourism."

This is an explanatory image about the launch of

1. Target Design
By combining highly reliable "visitor data" based on purchase data from stores in the target area with highly accurate "travel interest data" that combines travel book purchase data with questionnaire surveys, we can identify target demographics that are interested in travel and tourism in the target area.

2. Persona analysis
By using data such as attributes, behaviors, and inclinations contained in V POINT, we classify the target demographic into groups based on their characteristics and conduct a visualization analysis that allows us to gain a deeper understanding of their personalities. By personifying your target demographic based on estimated values such as "laid-back type on holidays," "likes new products," and "likes nature," you can consider effective measures.

This is an explanatory image about the launch of

3. Creative Production
Based on the profile of the person identified through persona analysis, we will create creative content such as messages and banner images that effectively convey the appeal of the target area.

4. Media Management
Advertisements can be delivered to various media owned or affiliated with CCCMKHD. We have over 20 different advertising menus available, so we can propose a plan that suits your budget.

5. Verification of effectiveness
By measuring the visitor numbers of advertisers based on store usage data in the target area and measuring the effectiveness of measures, it is possible to accumulate evidence data that will lead to the improvement of the accuracy of future tourism measures, such as identifying more effective target demographics and creatives. Additionally, by analyzing the average spending amount for day trips/overnight stays and the number of visitors, it is also possible to calculate the expected spending amount for each visitor demographic in the target area.

CCCMKHD will provide More Come to local governments that use data to utilize tourism resources and create related populations, thereby conducting marketing that maximizes the appeal of the region and contributing to the sustainable development of the region.

Materials related to this matter

Launch of "More Come," a tourism-focused marketing service utilizing lifestyle data from 130 million V POINT users

Inquiries regarding this matter
CCC MK HOLDINGS Co., Ltd.
Public Relations Office
TEL: 03-6800-4464 / MAIL: cccmkpr@ccc.co.jp

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