JNTO & Perion: Turning Toronto Audiences into Japan-Bound Travelers Through Programmatic DOOH

Objective

As international travel demand rebounded, the Japan National Tourism Organization (JNTO) aimed to reignite interest in Japan as a travel destination among overseas audiences.

The campaign focused on:

• Driving awareness and consideration for travel to Japan
• Engaging travel-ready audiences in Toronto
• Converting everyday urban exposure into meaningful travel inspiration

With a limited campaign window, the objective was to deliver high-impact, high-relevance messaging at scale.

Solutions

To achieve the campaign objectives, JNTO activated a cross-border programmatic DOOH campaign through Perion’s platform, delivering targeted messaging across premium digital screens in Toronto.

Using location-based targeting, the campaign focused on high-footfall environments such as Toronto Eaton Centre and Union Station, where audiences are more likely to be in a discovery or planning mindset. This ensured that travel messaging was delivered at moments of higher relevance and attention.

The campaign combined video and static creative formats to showcase Japan’s destinations, culture, and travel experiences in a visually engaging way. By leveraging programmatic capabilities, the campaign enabled impression-based delivery and efficient scaling across premium urban inventory, maximizing reach among travel-interested audiences aged 20–40.

This cross-border activation allowed JNTO to seamlessly execute a Japan-led campaign in Canada, bridging global strategy with local audience targeting.

Results 

The campaign delivered over 4 million impressions, reaching a broad audience of potential international travelers in a key outbound market.

By combining location-based targeting, programmatic efficiency, and immersive creative, JNTO effectively turned high-traffic urban environments into moments of travel inspiration and consideration.