The Tomato Travel X JNTO campaign needed to deliver strong results within strict budget and timeframe constraints, while maintaining cost efficiency at scale.

Key challenges included:

• A fixed media budget, requiring careful allocation and continuous optimisation
• A 3-month campaign window, limiting the ability to rely on long-term optimisation cycles
• The need to generate high-quality travel enquiries at a low cost per lead.
• Balancing lead volume and quality across multiple Japan tour products
• Ensuring performance remained stable and scalable, without cost volatility

The objective was not simply to generate leads — but to build a system capable of delivering consistent, cost-efficient results within a defined timeframe.

We implemented an integrated paid social system combining campaign strategy, creative execution, and lead capture optimisation.

This included:

• Facebook & Instagram lead generation campaigns
• Carousel and single-image creative testing
• Tour-specific messaging (Golden Route, Ski, Food)
• Lead form optimisation to improve completion rates
• Ongoing performance optimisation based on cost per lead and volume

Each component was designed to work together as a single acquisition system.

The Tomato Travel X JNTO campaign delivered 1,789 leads over a 3-month period, while maintaining cost efficiency within the target CPL range.

Key outcomes:

• 1,789 total leads generated
• Consistent cost per lead (~$5–$7) across the campaign
• Clear demand for core Japan itineraries, led by Japan Golden Route with Hiroshima
• Introduction of a lead triaging framework to prioritise enquiries by travel timing and intent
• Improved sales focus on high-intent, short-term travellers
• A repeatable and scalable paid social acquisition system