JAPAN AIRLINES - THE TREE OF SENBAZURU
To launch its new flights from TokyoNarita to Melbourne, Japan Airlines (JAL) teamed up with the Japanese Tourist Board to run a promotion in Australia called ‘The Tree of Senbazuru.’
Japan Airlines took this concept and developed a two part promotion. There was direct to consumer activity in a Melbourne shopping centre and an online promotion for Australians in general.
According to Japan Airlines, “Senbazuru is the ancient art of folding and stringing together a thousand origami paper cranes. The Tree of Senbazuru is a special cherry blossom tree of a thousand paper cranes with the power to make one lucky person’s travel wish come true!”
The shopping centre activity happened over two days when JAL and the Japan Tourist Board set up their own Tree of Senbazuru. Local shoppers were able to come and visit and to pick one of the hanging cranes. Each one was an entry into a competition to win return flights to Japan.
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