Japan Tourism Authority appoints McCann and UM in for tourism drive in Australia

The campaign, to be launched in October, would aim to heighten Japan's appeal as a tourist destination to Australians.

The tourism drive would carry a strong digital component to familiarise Australians with Japan's cultural attractions and the opportunities for a unique vacation experience.

Both IPG agencies will partner to showcase various facets of Japan tourism including its cutting-edge fashion and food, to its leading destinations and ski resorts.

On the account win, UM Melbourne managing director Peter Butler, said: "Strong digital strategy and clear experiential concepts to impress consumers were the keys to this win."

He added: "While there is a good level of awareness of Japan among Australian travellers, the campaign later this year will heighten people's interest in a Japan holiday and accelerate visitor numbers."