Madrid, 1st February 2023 – Madrid metro passengers are being invited to “Discover Japan’s secrets” with the Japan National Tourism Office (JNTO)’s latest digital out-of-home campaign, produced in association with European travel tech leader, lastminute.com. 

The campaign focuses on the unique way of life of the Japanese archipelago, where ancient heritage and modern innovation exist together in harmony. Madrid metro passengers are invited to find out more about this fascinating cultural mix by being presented with iconic Japanese customs and objects that they may already be familiar with, as well as related, but lesser-known ones. Subjects for the campaign include the differences between geisha and maiko and temples and sanctuaries.

The digital out of home activation will be live from today until 5th  February in the Sol and Callao metro stations. During this period, the campaign’s creativity will be displayed from 7 to 9am and from 6 to 8pm every day.

“Discover Japan’s secrets” will also be supported with a display campaign on lastminute.com until 28th February. Additionally, the online travel agency has also launched a dedicated website where customers can find editorial content designed to help them plan their perfect itinerary for a Japanese trip, as well as the best deals to travel there.

The entire activation has been developed by Forward, lastminute.com’s media/marketing arm, which is dedicated to developing digital integrated marketing campaigns which engage travellers and promote destinations all around the world.